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Sustainability strategy at companies has become a key business and management aspect for the development and success of an enterprise. The communication of strategies and actions relating to sustainability has become increasingly important for both companies and brands. This research studies the communication process that forms part of the sustaina...
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Sustainable action of brands has become an essential force in cultural sustainability, but there is still a gap in knowledge about how it contributes to brand performance. This study aims to compare the different effects of creative social enterprise and sustainable campaigns on consumers’ purchase intention and examine the mediating role of brand...
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... For their part, Chen et al. 25 use the concept of green innovation to analyze five dimensions of clothing brands: product, technology, image, service and marketing, and thus find the effective way to promote green purchase intention. On the other hand, SanMiguel et al. 26 consider that sustainability has become key in business, so they develop in their publication the communication process between all parts of a company with the aim of employing a sustainable strategy. ...
... Although several approaches for establishing software platforms and platform-centered ecosystems have been proposed (Evans and Schmalensee 2016;Reillier and Reillier 2017;Schirrmacher et al. 2017), the diverse aspects of sustainability need to be considered in greater detail to provide impulses for retailers and other ecosystem developers. Given the power of e-commerce ecosystems (e.g., Jones and Comfort 2021;Lehner 2015;Ruiz-Real et al. 2019;SanMiguel et al. 2021), we sought to uncover current initiatives towards sustainable development. Therefore, we ask: What are sustainability-oriented initiatives from e-commerce ecosystems and their contributing actors? ...
Single organizations encounter intricate challenges in meeting the UN’s Sustainable Development Goals (SDGs) on their own and thus are increasingly concerned with forming ecosystems. This is also the case in the e-commerce domain. It is assumed that particularly focal actors of such ecosystems have the power to foster initiatives towards more sustainability. We conducted an embedded multi-case study with 135 initiatives collected from three types of e-commerce ecosystems to uncover what sustainability goals are addressed by different ecosystem participants. This paper’s analysis explores (1) what sustainability initiatives are reported from focal actors and differences depending on a specific type of ecosystem, (2) dependencies between SDGs within the initiatives, and (3) the degree of involvement of other ecosystem actors and how they contribute to certain SDGs. Our work synthesizes existing initiatives towards sustainable development to give orientation and impulses for practice and academia as well as outlines avenues for future research at the intersection of ecosystems and sustainability.
... The contribution of sustainability to the fashion industry has become the focus of attention for fashion brands worldwide. 1 Consulting organizations and media outlets within the fashion industry are increasingly focused on sustainability assessments and are committed to promoting sustainable business models. 2 However, despite Louis Vuitton's significant achievements in sustainability, 3 its marketing communications are relatively narrow, resulting in limited customer awareness of its sustainability efforts and CSR ( Figure 1). ...
This case study aims to provide an in-depth examination of Louis Vuitton Louis Vuitton’s
global marketing strategy to promote corporate social responsibility (CSR) through
sustainable corporate communications, with a special focus on the practices of sustainable corporate communications. By synthesizing and analyzing secondary sources, the study will explore Louis Vuitton’s practices in sustainable marketing and make relevant recommendations. Despite limitations such as information limitations and competitive sensitivities, the study is important for understanding Louis Vuitton’s sustainability performance and marketing strategies. The findings will provide valuable insights for other luxury brands and corporations in achieving their sustainability goals, and will contribute to
the promotion and popularization of sustainability in the fashion industry.
Keywords: global marketing strategy, Louis Vuitton, fashion industry, sustainability
... It is also important to highlight that sustainability initiatives lead to cost reduction, operational efficiency, and greater effectiveness and efficiency, ultimately increasing the sustainability of the business [4]. In the Studies by [16] highlight the importance of effective communication in conveying sustainability practices from corporate websites to e-commerce platforms, enhancing transparency and building trust with stakeholders and consumers. ...
Advertising has been one of brands’ main allies in successfully promoting their products and services, creating trends and changing consumer mindsets, which allows them to increase sales and consequently achieve commercial success. The advertising medium has been evolving, increasingly encompassing new technologies as well as expanding its areas of intervention. This research article uses the Systematic Bibliometric Literature Review methodology, and its main objective is to clarify the state of the art regarding advertising and sustainability, since if advertising is one of the main allies for the success of brands, sustainability has become one of its main strategies. The starting question is whether advertising has been used to communicate sustainability. The methodology used in this study is a systematic bibliometric literature review (LRSB) to collect, analyze and synthesize data on advertising and sustainability, and covers a period of publications from the year 2007 to 2024, with the support of visual maps of the research indexed in the Scopus Database, created with VOSViewer. The aim was to give an overview of the studies published in this scientific area. The qualitative results of the analysis suggest that the theme of sustainability has been studied and associated with brands and sectors of activity such as luxury brands. The analysis leads to the suggestion of a reduced connection between sustainability and advertising, with studies on “green advertising” being mentioned, which allows us to affirm that this is an area that requires more in-depth studies, despite the fact that these initial results, on the one hand, help professionals in the field of digital marketing to make decisions, as well as clarifying the topic from a research point of view.
... Dengan menjamurnya platform media sosial dan saluran belanja online, merek-merek fesyen telah menggunakan strategi pemasaran digital untuk meningkatkan visibilitas mereka, berinteraksi dengan audiens, dan mendorong penjualan. Pemasaran digital telah menjadi bagian integral dari kesuksesan perusahaan fesyen, yang memungkinkan mereka untuk menjangkau audiens yang lebih luas dan menciptakan pengalaman yang dipersonalisasi bagi konsumen (Akram et al., 2022;Fratea, 2019;SanMiguel et al., 2021). ...
Penelitian ini menyelidiki dampak dari live streaming dan konten interaktif terhadap konversi pembelian dalam konteks sebuah perusahaan fesyen di Bandung. Melalui analisis kuantitatif dengan menggunakan Structural Equation Modeling (SEM), data dikumpulkan dari 110 pelanggan untuk menilai hubungan antara live streaming, konten interaktif, dan konversi pembelian. Model pengukuran menunjukkan reliabilitas dan validitas yang memuaskan, sementara model struktural mengungkapkan efek langsung dan tidak langsung yang signifikan dari live streaming dan konten interaktif terhadap konversi pembelian. Temuan ini menunjukkan bahwa live streaming dan konten interaktif memainkan peran penting dalam mendorong perilaku pembelian di kalangan konsumen. Selain itu, model tersebut menunjukkan relevansi prediktif yang kuat untuk konversi pembelian, menggarisbawahi pentingnya strategi pemasaran digital ini dalam industri fesyen. Studi ini berkontribusi pada literatur yang ada dengan memberikan bukti empiris tentang efektivitas live streaming dan konten interaktif dalam meningkatkan konversi pembelian, menawarkan wawasan yang berharga bagi perusahaan fesyen yang berusaha untuk mengoptimalkan upaya pemasaran digital mereka.
... Dengan menjamurnya platform media sosial dan saluran belanja online, merek-merek fesyen telah menggunakan strategi pemasaran digital untuk meningkatkan visibilitas mereka, berinteraksi dengan audiens, dan mendorong penjualan. Pemasaran digital telah menjadi bagian integral dari kesuksesan perusahaan fesyen, yang memungkinkan mereka untuk menjangkau audiens yang lebih luas dan menciptakan pengalaman yang dipersonalisasi bagi konsumen (Akram et al., 2022;Fratea, 2019;SanMiguel et al., 2021). ...
Penelitian ini menyelidiki dampak dari live streaming dan konten interaktif terhadap konversi pembelian dalam konteks sebuah perusahaan fesyen di Bandung. Melalui analisis kuantitatif dengan menggunakan Structural Equation Modeling (SEM), data dikumpulkan dari 110 pelanggan untuk menilai hubungan antara live streaming, konten interaktif, dan konversi pembelian. Model pengukuran menunjukkan reliabilitas dan validitas yang memuaskan, sementara model struktural mengungkapkan efek langsung dan tidak langsung yang signifikan dari live streaming dan konten interaktif terhadap konversi pembelian. Temuan ini menunjukkan bahwa live streaming dan konten interaktif memainkan peran penting dalam mendorong perilaku pembelian di kalangan konsumen. Selain itu, model tersebut menunjukkan relevansi prediktif yang kuat untuk konversi pembelian, menggarisbawahi pentingnya strategi pemasaran digital ini dalam industri fesyen. Studi ini berkontribusi pada literatur yang ada dengan memberikan bukti empiris tentang efektivitas live streaming dan konten interaktif dalam meningkatkan konversi pembelian, menawarkan wawasan yang berharga bagi perusahaan fesyen yang berusaha untuk mengoptimalkan upaya pemasaran digital mereka.
... The Association of National Advertisers defines influencer marketing as utilizing people to exert influence on potential buyers and oriental marketing to spread a brand message via social media and collaborations with opinion leaders (Berne-Manero & Marzo-Navarro, 2020) Influencer marketing has been expanding since 2019, influencers are popular on social media and significantly impact consumer behavior, purchasing decisions, brand impression, brand attitude, and brand loyalty (Di Sabato & Zábojníková, 2022) Influencer Marketing was expected to grow to approximately $21.1 billion in 2023, looking forward to 2024, trends forecast the future where innovation, authenticity, and immersive experiences reign supreme, in the upcoming years influencers, will collaborate between brands and influencers in designing new products, it will become important for the influencers to select the niche for themselves and become experts in that field, this will help the brands find influencers who can create the content for their business, for instance, if you are the beauty influencers, you can select a niche, like skincare or hair (Nambakhsh, 2023) Consumer purchase intention refers to the likelihood or probability of a consumer making a purchasing behavior (Wang et al., 2023) Sustainability cannot be easily defined as a holistic term that includes social, economic, and environmental factors equally (Pookulangara & Shephard, 2013) However, meeting the needs of current generations without compromising the needs of future generations (SanMiguel et al., 2021) To explore sustainable goals, influencers should concentrate on sustainable practices, particularly the creative aspects of digital promotion and brand sustainability. Articles discussed recently cover sustainable methods, consumer perception, and influencer marketing. ...
With the increasingly high level of digital media consumption, organizational expenditure on promotional activities is constantly growing. Simultaneously, there is evidence of spending on digital promotions, and traditional forms of advertising are becoming less effective. Therefore in the new market situation, when the promotion of products and services has never been so difficult, organizations are looking for new methods to influence consumers. One of the most trending concepts is influencer marketing. In this context, influencer marketing aims to analyze the significance of digital influencers in the overall functioning of the online promotional system and the impact of influencer marketing on sustainable development. To implement a literature analysis was carried out on the origin of the phenomenon. After the completion of the research, a questionnaire survey was conducted on a group of individual internet users to collect the primary data. T-test will be used to test the data. The result shows great potential for influencers to influence the consumers, the impact on increased brand awareness, and the sales level of products and services the companies offer.
... Así pues, las marcas de moda han realizado esfuerzos considerables por desarrollar colecciones y campañas que apuesten por la sostenibilidad y el consumo responsable, conscientes de que el sector textil es uno de los más contaminantes (SanMiguel, Pérez-Bou, Sádaba, Mir-Bernal, 2021). Así lo demuestran los acuerdos establecidos en La Carta de la Industria de la Moda para la Acción Climática, lanzada en 2018 por Naciones Unidas durante la Cumbre Climática COP24 celebrada en Polonia (UNFCC, 2021), así como la aprobación del Pacto de la Moda impulsado en 2020 y firmado por más de 200 marcas de moda de 17 países (Fashion Pact, 2020). ...
Las redes sociales, y en especial aquellas que otorgan un fuerte protagonismo a la imagen, son una herramienta fundamental para que las marcas de moda puedan ser percibidas como sostenibles. El objetivo de la presente investigación es analizar los elementos y colores empleados por las 10 corporaciones de moda con mayor puntuación en los rankings de sostenibilidad cuando suben fotografías e ilustraciones a Instagram y analizar las diferencias existentes entre las publicaciones relacionadas con la sostenibilidad y las que no lo están. A partir del análisis de los 277.955 posts de las 61 marcas que componen estas 10 corporaciones, se identificaron los que tienen términos relacionados con la sostenibilidad, obteniendo una muestra de 12.639 publicaciones. A continuación, se hizo un reconocimiento automatizado de imágenes utilizando la librería de Python Inception V3 y se analizaron los colores utilizados mediante las librerías PIL y colorsys. Pese a que la ropa y el calzado son los elementos más mostrados cuando se opta por una sola imagen, en la mitad de los casos las marcas combinan varios tipos de imágenes o prescinden incluso del artículo para reforzar el mensaje sostenible con imágenes de naturaleza, deporte, animales o alimentación. En los contenidos sostenibles esta tendencia es más acusada en una estrategia de comunicación orientada a restar protagonismo al artículo final, sometido a un proceso de fabricación industrial, y aportar un contexto más benévolo. Además, hay diferencias cromáticas entre los contenidos sostenibles y los que no lo son.
... Sustainability strategy has become a key business and management aspect for the development and success of modern corporations (SanMiguel et al., 2021). This strategy and its outcomes should be disclosed to the stakeholders. ...
Objective
This article aims to examine what the CEO of LPP S.A. discloses about sustainability and how sustainability topics vary over time in his communication with the stakeholders.
Methodology
We use a machine learning-based topic modelling analysis, specifically latent Dirichlet allocation and keyword analysis, to scrutinize the sustainability disclosure in the sustainability letters to the stakeholders of one of Poland’s biggest fast fashion companies, LPP S.A.
Findings
The findings of this study suggest that more attention should be placed on sustainability topics in the letters to the shareholders. The information disclosed is selective and mainly aimed at transmitting a positive message. It lacks a comprehensive and holistic disclosure of information concerning sustainable activities that substantially impact environmental and social matters. Comparing the variation of topics year to year, there is a clear shift from dedicating the majority of space in CEO letters to the stakeholders to social topics toward a broader discussion about the environment and responsible energy consumption in the most recent letter.
Value Added
The study contributes to the sustainability communication literature by identifying specific sustainability topics disclosed by the analyzed company in its direct message from the CEO to stakeholders that have been very limited and selective, thus underscoring the limited importance assigned to this topic by the CEO, thereby questioning the transparency concerning one of the most critical areas of fast fashion impacts.
Recommendations
To keep the stakeholders informed and maintain the transparency of actions and accountability of the disclosure, it is necessary to present the information holistically and comprehensively in the message directed by the CEO to the stakeholders.
... Brands are developing adequate communication strategies to convey their business approach to corporate social responsibility (CSR) values and sustainability. In this context, a company's website has become a critical communication tool for transmitting sustainability initiatives and corporate statements in a direct and visual way to consumers (SanMiguel et al., 2021). Therefore, studying how brands transmit their sustainability messages through their website is important because it directly reaches consumers. ...
