Source: Bloomsbury Fashion Business Cases
Case Provided by LIM College
Abstract
Fashion Disruptors (FD), a marketing consultancy firm specializing in branding and marketing, has developed a comprehensive analysis to help brands select which buzzword; ethical, sustainable, or fair trade, would best fit a brand’s marketing strategy. These buzzwords are packed with meaning but are often used interchangeably and thus incorrectly. As customers in the modern world are becoming ever more educated on these buzzwords, the fashion brands that label themselves as “sustainable” are encouraged to evolve their marketing language. Corporate social responsibility, transparency, and certifications are the tools brands such as Patagonia, Eileen Fisher, and Indigenous Fashion, use to communicate their brand ethos and buzzword. These tools are instrumental in communicating an authentic brand message. Educators are given two business problems to choose from for the student to solve.