BRAND POSITIONING TODAY: AN ANALYSIS OF THE FAST FASHION INDUSTRY IN FACE OF CONSUMERS AWARENESS OF SOCIAL AND ENVIRONMENTAL DEMANDS
Keywords:
brand communication, media, sustainability, media economyAbstract
Overconsumption is bringing serious risks to the environmental health. Among the most polluting industries is the fashion industry, especially fast fashion. On the other hand, the new generation of consumers (such as Generation Z) are characterized by engagement and activism, with a strong group commitment to social and ecological issues. Thus, as fast fashion brands need and are seeking a repositioning in their way of acting. This work analyzes how fast fashion brands should be presented to consumers who are aware of current social and ecological demands. Through the description and analysis of two cases from the fashion industry, we conclude that factors such as the circular economy and sustainability must be clear in the actions and performance of these companies.
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