More than just a trend: Defining sustainability and corporate social responsibility in the Italian fashion and luxury sectors
Date
2011
Authors
Ellis Stephenson , Kimberley
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Publisher
Bachelor of Commerce Best Business Research Papers
Abstract
Italian fashion houses have long been heralded as leaders in the fashion and luxury markets with brands such as Versace, Prada, Missoni and many others at the forefront of the industry. In recent years however, consumer preferences have shifted and the fashion industry as a whole has been slow to adapt. Increasing concerns over environmental sustainability and human rights by average consumers mean that companies must think seriously about their corporate social responsibility (CSR) strategies. The fashion industry presents challenges to adapting CSR largely because of the lack of consensus over what constitutes social responsibility in fashion and luxury as well as issues of sunken CSR and the consumption driven nature of the business. This paper critically evaluates the existing competing definitions for sustainable fashion, addressing the issues with each by employing a triple bottom line analysis. Additionally, consumer preferences in sustainable fashion are determined using a web based survey completed by one hundred respondents. In order to contextualize these results, the unique business environment of the Italian fashion and luxury sectors is examined as well as views on CSR in Italy. The paper proposes that a definition of CSR in fashion must include all aspects of the triple bottom line, while also addressing issues of sunken CSR and transparency. The paper also suggests that the innovative capacities of the Italian fashion industry award it a prime position to become an early adopter of CSR in fashion and luxury and it can gain a competitive advantage enabling it to retain the key leadership position that Italy has long enjoyed in the high end market.
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Citation
Ellis Stephenson, K. (2011). More than just a trend: Defining sustainability and corporate social responsibility in the Italian fashion and luxury sectors. Bachelor of Commerce Best Business Research Papers, 4, 32–45.