Sustainable Fashion Marketing Strategies: Unveiling the Nexus between Branding, Consumer Engagement, and Industry Transformation

Abstract

The fashion industry faces escalating pressure to address urgent sustainability challenges from climate crisis to labor abuses. However, systemic transformation requires not just operational improvements but also shifting consumer behaviors and mindsets. Marketing represents a vital leverage point where fashion brands can lead their audiences towards more conscious consumption and lifestyles. This research reviews the role of marketing in driving ethical progress and industry change. It analyzes how brands are innovating to integrate sustainability across positioning, communications, retail, and digital engagement. Case studies of leading sustainable marketers including Patagonia and Stella McCartney demonstrate effective strategies in action. The findings highlight the need for authentic, creative storytelling on supply chains, materials and business models, moving beyond a product-centred approach. Accessibility, affordability and community-building are equally essential to democratize and scale sustainable fashion choices. Challenges around greenwashing and consistency remain but marketing that empowers conscious consumer values can be a transformative force, fostering the awareness and demand necessary for ethical business models to prevail industry wide.