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Sustainability in fashion marketing: results, paradoxes and potentialities

Journal of Global Fashion Marketing Special Issue Call for Papers

Deadline: 31 May 2020

The theme of sustainability has long been one of the most relevant aspects being assessed in the business strategy of companies and in the competitive positioning of fashion brands (Fletcher & Grose 2012; Guercini & Ranfagni 2013). Sustainability is a complex issue that involves various aspects, since environmental sustainability is combined with a social sustainability that is relevant above all where consumers are more aware of the power inherent in their purchase). Indeed, consumers are becoming more thoughtful, shop more sustainably, and are getting more conscious that their ethical consumerism is actually a form of self-care (Alison & Westbrook, 2012; Lee & Sung 2016).

Years after its introduction, the topic of sustainability, however, is no longer just a trend in the future, but there are also results achieved by companies and a progressive maturity of the market compared to the prospects it offers (Swaen & Vanhamme 2005). Thus, what used to be the domain of sustainably-positioned niche actors is now being embraced by fashion and luxury companies through various combinations. This is particularly true in luxury fashion, where Petit h Hermes, Freitag or Brunello Cucinelli, to name a few, are companies that have been successfully seizing the potentialities of the sustainability levers. In this context, companies have learned from the results and processes that followed their efforts to address sustainability issues (Cassidy & Han 2013; Kozlowski, Bardecki & Searcy 2012).

The technological and sociological antecedents of the theme of sustainability offer a basis of elements in progress also with respect to the themes of fashion, including actions and storytelling (Woodside 2010). At the same time, the dissemination of sustainability issues in the market and among companies in the current fashion system offers a terrain rich in new perspectives and paradoxes (Han, Seo & Ko 2017; Pedersen & Netter 2015).

This special issue of the Journal of Global Fashion Marketing wants to take stock of the status of the application of the concept of sustainability with respect to the marketing of fashion companies, with attention to the results that have been achieved, but also to emerging paradoxes and opportunities to identify and exploit (Goworek et al. 2018; Hvass 2014).

The theme of sustainability has a wide scope that goes beyond the boundaries of individual sectors and which does not only concern problems related to marketing problems. Surely, however, sustainability is a very topical issue for marketing aspects such as brand positioning, lever attributes and the relationship with direct customers and consumers. This Special Issue examines both the relationship between sustainability and marketing to consumption and sustainability and business marketing. In fact, sustainability assumes particular importance also in the fashion marketing of purchasing and in the management of supply chains. This involves establishing long, trusting relationships between business partners (Akrout 2019), as well as a deeper interplay between consumer and business marketing (Guercini & Runfola 2009).

There are well-received papers that present both qualitative and quantitative research results that allow to highlight the results, limits and opportunities inherent in the experiences of sustainability in fashion marketing.

The authors are invited to submit contributions with particular reference, but not limited to the following topics:
• Perceived value of sustainable characteristics of luxury/fashion goods and services
• Cultural differences regarding the preferences for sustainable fashion goods and services
• Buyers-suppliers relationship quality, CSR and fashion retailer performance (e.g., time-to-market)
• Trusting relationships between supply chain partners in fashion sectors, CSR and Performance
• Drivers of transparency in supply chains in fashion industry
• Drives and moderators of consumer acceptance of sustainable fashion goods and services
• Online fashion marketing and sustainable consumption
• Key success factors of sustainable business models
• Sustainability strategies through the management of unsold fashion items (By retailers and brands)
• Corporate communication and sustainability in fashion and luxury companies
• Sustainability and fair trade in fashion and luxury sectors
• Sustainability, greenwashing and mechanisms to restore consumer trust in brands and advertising
• Traceability system, processes and trust in the supply chain of fashion goods
• Impact of the certification process on the relationships between suppliers and customers in the fashion and luxury industry
• New trends in the branding of eco-fashion and sustainable luxury goods

Journal of Global Fashion Marketing

Language: en-UK

Publisher: Taylor and Francis

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Submission guidelines

Interested authors are requested to submit the full paper (between 4,000 and 8,000 words including cover letter, abstract, text and reference, tables and figures) by 31 May 2020. Papers should be submitted via the journal’s online submission system available through the journal homepage https://mc.manuscriptcentral.com/rgfm When submitting please choose the special issue as the article type from the drop down menu. All papers must follow the guidelines outlined by the journal for submission, available here. For any questions interested authors can contact the guest editor. Their contact information can be found below. You can read the full Instructions for Authors: here.


Editorial Information

  • Guest Editor: Houcine Akrout, Inseec School of Business and Economics-Inseec U. (hakrout@inseec.com)
  • Guest Editor: Simone Guercini, University of Florence (simone.guercini@unifi.it)

Published on 23rd July 2019. Last updated on 18th September 2019.