Engaging the fashion consumer in a transparent business model

Abstract

This paper focuses on the relationship between fashion consumers and retailers in the transparency of supply chains and public communication of brand's corporate social responsibility (CSR). Adopting a qualitative, mixedmethods approach, this study explored the current industry situation with regards to the information being disclosed to external stakeholders such as consumers. Following the development of a conceptual framework informed by an in-depth literature search, the study aimed to contribute to the discourse by establishing the type and quantity of information desired by consumers in order to inform their knowledge of ethics and sustainability in fashion. Utilising methodological tools such as consumer surveys and secondary research analysis, the study engaged with multiple stakeholders in order to adopt a case study approach. Within an ethical and sustainable context, the paper highlights a number of issues that are currently preventing enhanced consumer knowledge and awareness including the use of unengaging communication tools and a lack of connectivity. The paper concludes with a number of suggestions to aid in more efficient communication methods in the future with the further consumer engagement in transparent business practices.

Towards A Conceptual Framework of Sustainable Practices of Post-consumer Textile Waste at Garment End of Lifecycle: A Systematic Literature Review Approach

“…This finding corroborates the ideas of Stål and Jansson [69], who suggested elements of reciprocal responsibility between retailers and consumers are crucial to achieving sustainability. This is also in line with the assertions by James and Montgomery [19], Belz [20], and Yang, Song [21] that retailers have the power to connect consumers and suppliers to incorporate sustainability across the supply chain [21]. However, whilst the roles of consumers and retailers are crucial in managing end of lifecycle garments for sustained competitive advantage, our findings reveal the need for collaboration across all supply chain agents, from upstream to downstream.…”

“…Within the context of the current paper, the role of supply chain agents is crucial in moving towards sustainability. James and Montgomery [19], Belz [20], and Yang, Song [21] argued that retailers have a significant role to play through their power and control, and capacity to connect consumers and suppliers, acting as "ecological gatekeepers" [21]. However, Taghikhah, Voinov [22], Shen [23], Thorisdottir and Johannsdottir [24], and Cervellon and Wernerfelt [25] all suggested that sustainability activities should not stop with retailers but should also extend to cover the post-consumption period.…”

“…Consequently, the garment end of lifecycle has never been more important, particularly with managing waste within the supply chain [2]. Several researchers have explored the need for transparency between consumers and retailers [19,29]; however, little is known in the context of the garment end of lifecycle. Within the literature, papers analyse sustainability within the fashion supply chain [30][31][32] and alternative power structures (suppliers and retailers) [33], whilst others discuss the circular economy and the role of consumers in fashion reuse [34].…”

Making transparency transparent: a systematic literature review to define and frame supply chain transparency in the context of sustainability

“…The lack of clarity concerning the term "supply chain transparency" and the absence of a consistent definition have also been pointed out by various other authors (e.g., Egels-Zandén et al 2015;James and Montgomery 2017). Other terms and concepts are intermingled with supply chain transparency (Sodhi and Tang 2019).…”

Sustainable fashion: current and future research directions

“…Promoting SF on social media has been found to increase purchase intention, positive attitudes and self-efficacy (de Lenne and Vandenbosch, 2017). Across all of these channels, brands are encouraged to be transparent and “open” with customers (Beard, 2008; Henninger et al , 2015; James and Montgomery, 2017c) although the opaque nature of SF as a concept makes the scope of overclaiming a major area of concern.…”