Impact of digital media in promoting sustainable fashion in India

作     者：Manish Nangia Jasmeet Kaur 

作者机构：Department of Fashion Management Studies National Institute of Fashion Technology School of Business Department Lovely Professional University 

出 版 物：《服饰导刊》 (Fashion Guide)

年 卷 期：2020年第3期

页      面：88-88页

学科分类：050302[文学-传播学] 0202[经济学-应用经济学] 02[经济学] 05[文学] 020205[经济学-产业经济学] 0503[文学-新闻传播学] 

摘      要：Marketing of sustainable products through digital media platform is becoming a new norm these days. Digital media has proved itself to be very helpful in educating and engaging the consumers with latest trends and make them aware of the current issues prevailing in the fashion industry. It also provides a wonderful platform for building relationship between consumers and organizations. Digital Media is helping the fashion industry to bring green in vogue. A lot of pollution is attributed to the environment by the apparel and textile industry. Big Brands are changing to environmental and market demand by focusing more towards ethical business practices, sustainability, use of organic fabrics, producing recycled or recyclable product offerings and spreading awareness about them through digital media. For the benefit of environment, consumer’s interest has also witnessed a marked shift towards Slow *** the onset of digital media most of the sustainable fashion brands have started to put the promotional campaigns on digital media. A huge number of sustainable fashion brand stories are available on Instagram for consumers to connect with them. Some brands have started to put up their stories on the blogs for consumers to read and get connected. Some sustainable brands have put up their entire collection on their website for consumers to shop online by offering them with discounts whereas others have released their shopabble magazines. Brands have started to upload their short films on digital media to show consumers what they are offering to them and invite them to make a purchase based upon those short *** purpose of this research paper is to examine the importance of digital media to promote sustainable fashion brands. An effort is being made to discover the necessity of sustainability in fashion and textile industry as well as the role of digital media in spreading the same in India. This study will examine the impact of new wave of moving towards susta