The role of sustainability in brand communication of SMEs using content marketing : case fashion industry in Saarbrücken, Germany
Seel, Hannah Sofie (2019)
Seel, Hannah Sofie
2019
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https://urn.fi/URN:NBN:fi:amk-2019121126129
https://urn.fi/URN:NBN:fi:amk-2019121126129
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The purpose of this study was to examine the role of sustainability in the brand communication of small and medium-sized enterprises (SMEs) in the fashion industry. More precisely, the research aimed to find out how sustainable values of small companies can be communicated authentically and to what extent content marketing can support this. A closer look was also taken at the integration of sustainability into marketing activities and the expectations these arouse in customers.
The theoretical part discusses the theories of brand communication aspects, content marketing and sustainability in the fashion industry. This information was gathered from online journals, surveys and from books dealing with marketing and the sustainable fashion industry. Data for the empirical part were collected by conducting interviews with owners of small clothing shops in Saarbrücken.
As society’s interest in environmental-friendly garments is increasing, it is essential for small, truly sustainable fashion stores to communicate this value to potential customers. Entrepreneurs should focus on transparency and authenticity in their brand communication in order to be able to differentiate themselves from global players. In this field, social media plays a major role and can be pushed through content marketing campaigns. The results of the study can be applied to SMEs in Germany who are engaged in the sustainable apparel industry. Further research is required to find out how the brand communication of environmentally friendly values is organized for large companies or how this is done in other countries. A more detailed analysis of the consumer's view on such marketing activities will also be necessary in the future.
The theoretical part discusses the theories of brand communication aspects, content marketing and sustainability in the fashion industry. This information was gathered from online journals, surveys and from books dealing with marketing and the sustainable fashion industry. Data for the empirical part were collected by conducting interviews with owners of small clothing shops in Saarbrücken.
As society’s interest in environmental-friendly garments is increasing, it is essential for small, truly sustainable fashion stores to communicate this value to potential customers. Entrepreneurs should focus on transparency and authenticity in their brand communication in order to be able to differentiate themselves from global players. In this field, social media plays a major role and can be pushed through content marketing campaigns. The results of the study can be applied to SMEs in Germany who are engaged in the sustainable apparel industry. Further research is required to find out how the brand communication of environmentally friendly values is organized for large companies or how this is done in other countries. A more detailed analysis of the consumer's view on such marketing activities will also be necessary in the future.