SUSTAINABILITY PRACTICES AND COMMUNICATION: AN ANALYSIS FROM THE FASHION INDUSTRY

Supply chain sustainability has become today a major concern in the fashion industry, for both research and practice. Firms are showing different approaches in terms of both practices and communication. We investigate 10 leading Italian fashion firms to understand which sustainability practices they are adopting, how they are communicating their efforts and which contingent factors are influencing their strategies. We identify four possible strategies based on the combination of practices and communication and we find evidence for three of them, highlighting how practice and communication are not always aligned. We discuss each strategy according to contingent variables