Διαφορές και ομοιότητες επικοινωνιακής στρατηγικής στο χώρο της μόδας : fast fashion vs luxury fashion
Differences and similarities in communication strategy in the fashion industry : fast fashion vs luxury fashion
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Keywords
CSR ; SustainabilityAbstract
This master's thesis examines the differences and similarities in the communication
strategies between fast fashion and luxury fashion companies. The fashion industry is
one of the most polluting sectors and has been criticized for serious social and
environmental impacts.
Sustainability and corporate social responsibility (CSR) are increasingly concerning both
consumers and shareholders. Many companies are now integrating CSR into their
communication strategies, seeking to address negative feedback and criticism.
Additionally, social media has emerged as the primary communication tool for these
strategies, partially replacing traditional media, as it responds more effectively to the
needs of modern consumers and stakeholders.
This thesis provides a concise analysis of the fashion industry and how it responds to
public pressures regarding sustainability, emphasizing the promotion of CSR practices
through social networks. Specifically, a historical overview is presented to understand
the differences between fast fashion and luxury fashion. This is followed by an analysis
of the advertising strategies employed by companies on social media, the CSR practices
they implement, and how they present them, while comparisons are made to explore the
differences between these two categories.
Postgraduate Studies Programme
Πρόγραμμα Μεταπτυχιακών Σπουδών στη Διοίκηση Επιχειρήσεων (ΜΒΑ)Department
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οργάνωσης και Διοίκησης ΕπιχειρήσεωνNumber of pages
82Language
GreekCollections
Except where otherwise noted, this item's license is described as
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα