Engaging the fashion consumer in a transparent business model

This paper focuses on the relationship between fashion consumers and retailers in the transparency of supply chains and public communication of corporate social responsibility (CSR). Adopting a qualitative, mixed-methods approach, this study explored the current industry situation with regards to the information being disclosed to external stakeholders such as consumers. Following the development of a conceptual framework informed by an in-depth literature search, the study aimed to contribute to the discourse by establishing the type and quantity of information desired by consumers in order to inform their knowledge of ethics and sustainability in fashion. Utilising methodological tools such as consumer surveys and secondary research analysis, the study engaged with multiple stakeholders in order to adopt a case-study approach. The paper identifies a consumer demand for the provision of information from fashion retailers, exploring further the type of information wanted and how to effectively communicate this using strategic tools and methods.