Strategic B2B and B2C Marketing Approaches for Sustainable Brand Positioning in the Fashion Industry

Abstract

This thesis examines strategic marketing strategies in business-to-business (B2B) and business-to-consumer (B2C) contexts, with the aim of promoting sustainable brand positioning in the fashion industry. It addresses the increasing global attention on the environmental and social impact of the fashion sector, which contributes approximately 10% of global carbon dioxide emissions (Ellen MacArthur Foundation, 2013). In response to growing demands from consumers and stakeholders for sustainable practices, the thesis identifies and analyses the challenges and strategies involved in establishing credible, sustainability-based brand positioning. Two research projects were conducted to address the outlined problem. The first project used a qualitative methodology involving semi-structured in depth interviews with experts to explore how fashion companies operating in the B2B sector approach sustainable brand positioning. Six interviews were conducted with professionals representing different roles in the sustainable fashion supply chain. These were analysed thematically to identify the key success factors, barriers and practical implications of trust-building, certification use and cross-cultural marketing strategies. The first study's findings highlighted transparent communication as a critical factor in B2B relationships. Additionally, the study showed that consistent internal alignment of sustainability practices with external communication is a crucial component in establishing credibility. The second research project adopted a quantitative approach, using an online questionnaire to assess consumer perceptions in a B2C context, mostly targeting individuals in Europe through social media and email. The survey gathered data from 64 respondents and was designed to evaluate the influence of sustainability on brand perception and purchasing decisions. The application of statistical analysis, encompassing both descriptive statistics and correlation testing, has yielded findings of significance to the answers from the first research and its correlation to the theoretical framework. The findings demonstrate that sustainability exerts a substantial influence on the perception of fashion brands and that clear transparent communication of sustainable fashion brands is an important factor in building brand trust. Nevertheless, while there is a strong declared interest in sustainable products, actual purchasing behaviour is still moderated by factors such as price and product availability. The findings from both research projects indicate the complexity of achieving credible and effective sustainable brand positioning. In the business-to-business (B2B) sector, trust, transparency, clear mission communication and long-term relationships with stakeholders are fundamental. In the context of the business-to-consumer (B2C) sector, effective communication of sustainable actions and their subsequent realisation, in conjunction with consumer education, are pivotal in addressing the value-action gap.

Date of Award	2025
Original language	English
Supervisor	Christopher Korntner-Kanitz (Supervisor)