The importance of the environmental credentials of fashion brands has grown and, increasingly, marketing functions recognise the need for a convincing and trustworthy approach to the way they conduct business and communicate this with consumers (Goldsmith el al., 2000: 44-45; Ginsberg and Bloom, 2004: 83-84). Coppolechia (2009: 1356) states that over half of the United States ‘baby boomers’ consider themselves to be environmentally ... Read More
Fashion industry collaboration to improve environmental performance
‘Collaboration, in the context of the supply chain, is still relatively embryonic, emerging in the mid-1990s in the most recognisable form of collaborative planning forecasting and replenishment.’ (Barratt, 2004: 30). In relation to the clothing industry, there are two main forms of collaboration that academics and industry practitioners primarily engage with, namely vertical (including customers and suppliers) and horizontal (including, ... Read More