The relationship between sustainability practices and web communication strategies. An analysis from the fashion industry

The sustainable development has become a strategic imperative for companies due to pressures coming from different internal and external stakeholders, whose interests for sustainability have increased in time because of the enhanced nowadays consciousness. Today there is broad consensus on the idea that the impact of a company should be extended to the entire life cycle of a product and within the entire supply chain. Despite the relevance of the sustainability issue, this topic is relatively new in the fashion industry, and there is a lack of specific frameworks and tools that could support fashion companies on the sustainability journey. Our work aims at filling this gap by exploring, through the multiple case studies methodology, which are the best practices that fashion firms are adopting within their supply chains to undertake the environmental and social sustainability leap. Moreover this work will analyse the relationship between sustainability actions and communication strategies (missing aspect in literature) by highlighting which are the web-based communication strategies that are implementing fashion companies to address environmental and social sustainability goals.