Environmental and Social Sustainability in Fashion: A Case Study Analysis of Luxury and Mass-Market Brands

In this chapter we discuss the importance of embracing sustainable activities within the fashion industry, with a specific focus on the environmental and the social dimension of sustainability. The chapter revolves around the discussion of four case studies of fashion brands. Two of them (Mara Hoffman and Ankura) are luxury fashion brands, while the other two (Quagga and Krochet Kids intl.) are mass-market fashion brands. Moreover, two of them (Mara Hoffman and Quagga) are examples of fashion brands especially committed to the pursuit of environmental sustainability, while the other two (Ankura and Krochet Kids intl.) are examples of fashion brands especially committed to the pursuit of social sustainability. The analysis of such case studies witnesses that fashion brands operating in both the luxury and the mass-market sector are increasingly making sustainability a core part of their mission and strategy.