Social innovation informing new branding strategies.

The present essay approaches the evolution of branding strategies in culture intensive industries with a special focus on fashion, highlighting the increasing importance of social innovation actions to nurture the efficacy of contemporary branding. In particular, the chapter addresses the following questions: Which is the current conception of branding strategies within contemporary globalized and mature markets and with respect to contemporary consumers and audiences? How do these strategies are approached within fashion industries? Are there connections between new generations of consumers demanding a paradigm shift towards more sustainable and socially responsible practices and the way fashion brands reflect this quest into their communicative actions through branding strategies? Is there a new need for consistency and authenticity between branding contents and concrete actions of fashion brands towards socially responsible practices and a real societal engagement