Communication in sustainable fashion brands ‐ case study Rapanui Clothing

Abstract

This paper aims to make an analysis of the importance of communication in the success and dissemination of brands, specifically in the sustainable fashion brands, observing how communication works in the dissemination of sustainability and how it can be an advantage for brands, working as a strong element of their communication strategies. Thus issues related to sustainability in fashion and the appearance of sustainable fashion brands, trying to realize which are their dynamics, are addressed here. It is also studied the importance of communication, how it acts in the promotion of the brand image and its relationship with the target audience, making the audience to realizes its sustainable fashion practices. The investigation methodology used in the research consists of an analysis of tools/media communication used by sustainable fashion brand Rapanui Clothing, trying to understand whether the brand effectively communicates its sustainability.