Digital communication strategies for sustainable textile brands: A case study

Abstract

Digital marketing is fundamental for boosting sales and enhancing companies' visibility in the current business land. This scenario holds particular relevance when many brands embrace sustainability as a cornerstone of their operations. The objective of this chapter will be to analyze the branding and communication digital strategies adopted by textile companies.Digital platforms allow brands to share their initiatives and progress transparently and engagingly. Online marketing strategies, such as educational content about sustainability, can help raise consumer awareness and create a strong connection between the brand and its audience. Consequently, integrating sustainability into digital marketing strategies adds value to the brand and strengthens the relationship with consumers increasingly committed to a conscious and environmentally responsible lifestyle. This chapter presents insights for marketing and communication in fashion management contexts. At the end, the limitations of the study and lines of future research will be presented.