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Engaging consumers with sustainable fashion on Instagram

Danielle Sponder Testa (Apparel, Events, and Hospitality Management, Iowa State University, Ames, Iowa, USA)
Sonia Bakhshian (Apparel, Events, and Hospitality Management, Iowa State University, Ames, Iowa, USA) (Auburn University, Auburn, Alabama, USA)
Rachel Eike (Apparel, Events, and Hospitality Management, Iowa State University, Ames, Iowa, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 6 January 2021

Issue publication date: 6 August 2021

10548

Abstract

Purpose

The purpose of this study was to explore drivers of consumer engagement with sustainable fashion brands on Instagram to specifically answer the research question: what drives popularity of sustainable fashion among digital consumers?

Design/methodology/approach

Twenty-five global fashion retailers were identified and categorized as either (a) sustainable fashion brands (SFB), (b) sustainably aware mainstream brands (SAB) or (c) traditional fashion brands (TFB). Content analysis of the 25 retailer's Instagram posts over a three-week period was analyzed and categorized according to content theme. Data were analyzed for quantity of Likes and Comments (engagement) to identify engagement strategies with each of the brand groups.

Findings

It was found that different strategies may be taken regarding social media strategy for SFB, SAB or TFB. Consumers were engaged with unfamiliar content, for instance, sustainability to a consumer unfamiliar with the topic or how it applies to a specific brand. Digital consumers were looking for exciting and aesthetically pleasing posts. Specifically, all consumers were engaged with posts about Fashion and Lifestyle.

Practical implications

As the result of this study, sustainable fashion best practices and social media strategies were presented for the three brand categories of fashion retailers.

Originality/value

This study analyzed a cross-section of global fashion brands and identified “best practices” for digital consumer engagement with sustainable messages through Instagram. The findings provide original value, specifically in the area of fashion marketing via social media to communicate brand identify to digital consumers for brand growth.

Keywords

Citation

Testa, D.S., Bakhshian, S. and Eike, R. (2021), "Engaging consumers with sustainable fashion on Instagram", Journal of Fashion Marketing and Management, Vol. 25 No. 4, pp. 569-584. https://doi.org/10.1108/JFMM-11-2019-0266

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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