Innovation and Sustainability in Fashion Brand Communications. Analysis of the Paradigmatic Case of “Bask” as a Local Proposal for a Global Industry

Abstract

Corporate Social Responsibility (CSR) in the fashion sector is currently focusing on the key issue of sustainability. There is a growing trend for consumers to demand changes in the production model of the fashion industry, with a special focus on the recycling of used garments. This paper reviews the state of the art and reviews the latest publications and trends in the field of sustainability applied to fashion. It also uses working papers from business consulting firms and environmental social organizations for the protection of our environment. The research takes as a case study the Basque brand BASK with an innovative proposal for a business model and communication strategies based on sustainability and awareness. The method of case analysis, an in-depth interview with its top manager and a survey are used to study the perception of society. Without a doubt, the company analysed is identified as a slow fashion brand that maintains a sustainable discourse in a coherent manner, starting with the cooperative business model, in which the horizontal nature of the different members that make up the organisation is guaranteed. Furthermore, from the outset they pursue sustainable methodologies focused on using fewer and more efficient natural resources, they are committed to education, awareness-raising and activism through their communication campaigns and they implement actions with a real, dignified and sustainable impact on working conditions.