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For several years, we have witnessed the emergence of a new economic model in the fashion and clothing sector: fast fashion. The principle is simple: passing fashion, ultra-fast consumption, very short products’ lifecycle and unbeatable prices.

In addition to this evolution in the market, we note that consumer attitudes are changing in all the economic sectors that push companies to review their positioning. Indeed, driven by the power of knowledge that gives the technological evolution- the media and the speed of information sharing- the consumer develops more specific expectations regarding business ethics, their compliance with social standards and environmental issues.

Fast-fashion brands have had to adapt their strategies to meet these new expectations, avoid seeing their reputation tarnished by scandals and remain competitive. Among new positioning strategies, we will specifically focus on those that, in response to contemporary consumer concerns, are based on values ​​and, more specifically, on sustainable development.

Then, the communication strategies relating to this new positioning will be analyzed by focusing our case study on two giants in the fast-fashion sector: Zara and H&M. The parallel study of these two brands is particularly relevant since, as we will observe, although the concrete actions implemented by these companies are relatively similar, their communication strategies differ considerably.

Our goal will then be to measure, on the consumer, the impact of these communication strategies based on this specific positioning that companies implement with sustainable development.

Given the proliferation of marketing strategies based on the so-called "ethical" values ​​(cause-related marketing, green marketing, greenwashing), we will notice, indeed, that we are currently witnessing an increase in consumer skepticism, which is likely to turn campaigns based on sustainable development into real reputational risk for the company.

Réputation fast-fashion marketing communication --- Sciences économiques & de gestion > Marketing

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Fashion is everywhere! It transcends domains and applies to almost any kind of product (e.g., apparel, cars, digital devices, food, literature, travel, music, house decoration, and personal wellness). Fashion greatly influences public interest, media coverage, and product success. In this global industry, many actors interact, including designers, suppliers, and retailers, who collaborate to sell apparel and accessories. In addition, the global fashion industry is among the most important in terms of investments, trade, and employment, despite its dependence on unpredictable demand. Thus, fashion companies face a dilemma: On the one hand, they repeatedly create ephemeral products that must seduce customers each time; whereas on the other hand, the products need to provide continual profits. A key challenge for fashion managers is to design and launch new fashion products that will achieve success with customers during their very short life spans, in which setting they also affect consumers' personal seductiveness, desire, and appearance. For example, will the long skirt have the same success than the skinny jean, or will the high heel prevail over the flats? A fashion dress is more than just a dress--it can change people's appearance and reveal consumers' identity. Consequently, fashion managers are responsible for not just their product lines but also the self-images they help customers convey. This book focuses on the fashion apparel and accessories industry in an attempt to help managers answer the following questions: Why and how do fashion products appeal to consumers, despite their constantly varying attributes? What specific elements and benefits of fashion influence consumers, and how can companies exploit them and gain from these? Which marketing strategies and tactics should companies use to increase fashion products' success while communicating and managing customers' image? How can companies maintain customers' loyalty and generate higher profits with fashion products? By undertaking deep analyses of manufacturers and retailers' best practices, interviewing customers and companies, and reviewing recent academic research on fashion marketing, this book answers such questions and thus helps managers leverage the value that fashion adds to products while creating loyal customers in truly competitive fashion markets.

Fashion merchandising. --- customer loyalty --- fashion --- fashion equity --- fashion marketing --- social influence --- symbolic influence

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Fashion --- Fashion merchandising --- Fashion. --- Fashion merchandising. --- Fashion marketing --- Style in dress --- Clothing trade --- Merchandising --- Retail trade --- Clothing and dress --- Marketing

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Applied marketing --- 658.8 --- Marketing. Sales. Selling. Distribution --- Fashion merchandising --- 658.8 Marketing. Sales. Selling. Distribution --- Fashion marketing --- Clothing trade --- Merchandising --- Retail trade

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Fashion merchandising --- Mode --- Fashion merchandising. --- Publications périodiques. --- Industrie textile. --- Marketing. --- Marchandisage --- Arts and Humanities --- Business, Economy and Management --- Fashion & Entertainment --- Business Management --- Economics --- General and Others --- Marketing and Sales --- Trade and Commerce --- Fashion marketing --- Clothing trade --- Merchandising --- Retail trade --- Marketing