1.-An overview of sustainability and firm's branding strategies in the fashion industry
This chapter focuses on the relevance of sustainability for branding for fashion companies on a global scale and will serve as an introduction to the rest of the chapters in the book. It will give a global overview of the fashion industry and the importance and place of sustainability within it.
Author: Tim Jackson (Director of the British School of Fashion) 2.-Sustainability and heritage in practice; the case of Harris Tweed Hebrides
For more than a century, Harris Tweed has been recognised as one of the world's most durable - as well as fashionable - fabrics; made from pure wool in the Outer Hebrides of Scotland.
Harris Tweed Hebrides manufacture each metre of handwoven fabric in accordance with The Harris Tweed Act, maintaining the integrity and distinctive character of the fabric which is recognised globally as Harris Tweed. Harris Tweed is produced using traditional skills and always made from 100% pure new wool. We operate a vertical mill; scoured wool is fibre dyed, carded and spun, warped for weaving, then the handwoven tweed is finished at our mill in Shawbost. Each stage of this process ensures the high quality Harris Tweed is renowned for.
Registration of the Harris Tweed Orb trademark was the first step in a decades long campaign to protect the production of our fabric to the Outer Hebrides. The Harris Tweed Act of Parliament passed at Westminster in 1993 enshrined in law the trademark first issued almost 90 years earlier, legally defining the production process and protecting the reputation of our brand. Every metre of Harris Tweed is certified with the Orb stamp - the oldest British trademark in continuous use and the guarantee of authenticity. In an age when sustainability is gaining the recognition it deserves, the unchanging characteristics of Harris Tweed are more valuable than ever.
Authors: Mark Hogarth (Creative Director of Harris Tweed Hebrides) and Rt Hon. Brian Wilson
(CBE) (Chairman of Harris Tweed Hebrides)
3.-Quantitative analysis of the fashion industry comparing Spanish and British fashion companies
Small and medium-sized enterprises (SMEs) from fashion industry should deal with a dynamic environment and they need to manage different resources in order to be competitive. This chapter tries to offer a comparative view of different key variables between Spanish and UK SMEs from fashion industry.
Authors: Lorena Ruíz-Fernández, Laura Rienda-García, Bartolomé Marco-Lajara, Pedro Seva-Larrosa (University of Alicante)
4.-Luxury brands, consumer behaviour and sustainability
Is sustainability compatible with luxury in the true sense of the word? This chapter will offer critical views on the dichotomy of sustainability and luxury brands from a consumer perspective.
This is very topical for the era that will follow the Covid 19 pandemic as luxury brands will have
to re-ignite the consumer passion for their brand and sustainability may be at the centre of the
issue.
Authors: Marie-Cecile Cervellon (Professor EDHEC Business School) and Lindsey Drylie Carey (Glasgow Caledonian University)
5.-The role of social media in the fashion industry. The case of ecoluxury
Due to the relevance of social media and their impact on the way people communicate, this tool could affect the professional landscape of communications across all industries. This chapter analyzes the role of social media in the fashion industry analyzing the case of ecoluxury.
Authors: Irene Garcia-Medina (Glasgow Caledonian University), Gloria Jiménez-Marin, Concha Pérez-Curiel (University of Seville)
6.-Communic
About the Author:
Laura Rienda is a Senior Lecturer in Management at the University of Alicante, Spain. Her primary research interests include several topics related to international management, family business and fashion companies. She is author of different research papers published in journals such as Family Business Review, Management Decision, or Journal of Fashion Marketing and Management, among others.
Lorena Ruiz-Fernández is a Lecturer in Management at the University of Alicante, Spain. Her research interests are on strategic management and more specific on dynamic capabilities view, innovation and intellectual capital. Moreover, she has participated in several international conferences and she is author of different papers related to these topics published in journals such as Journal of Fashion Marketing and Management and Competitiveness Review.
Lindsey Drylie Carey is a Senior Lecturer with the department of Fashion, Marketing and Tourism and Events at Glasgow Caledonian University, UK. Her research is based in the context of sustainability principally within the areas of marketing, branding and communication. She has also published academic articles, contributed to and edited books and presented conference papers on fashion, luxury and branding.
Irene García-Medina is a Lecturer in Marketing at the Glasgow Caledonian University, UK. Her research interests are: digital marketing, digital communication, and social media. Moreover, she has worked as Marketing Director of the French company VTDIM, as Consultant for the Portuguese Chamber of Commerce, as Head of Communication and Promotion of CORDIS (European Commission, DGXIII, Luxembourg). She has given lectures, seminars and workshops in the field of marketing and advertising in several countries and has published numerous articles and books.
