Español CURRENT CHALLENGES IN THE COMMUNICATION STRATEGY OF SUSTAINABLE FASHION BRANDS IN THE VALENCIAN MARKET
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Abstract
Introduction: This research aims to comprehend the current challenges in the communication sector faced by sustainable fashion brands in the Valencian Community. The main purpose of this research is to understand the paradigms experienced by Valencian consumers when acquiring this category of garments, in order to more efficiently focus communication strategy. Methodology: A qualitative approach was employed using the Delphi method, consisting of a panel of twelve experts from the sustainable fashion sector in the Valencian market. This method was conducted in two stages. The first stage focused on identifying relevant variables to measure factors related to the Valencian consumer's choice of sustainable fashion. In the second stage, the results of the first stage were presented to the experts for consensus-seeking. Results: It was determined that the additional cost associated with consuming sustainable fashion, compared to fast fashion, does not constitute a barrier to the acquisition of sustainable fashion in the Valencian market. Instead, it was identified that the main difficulty lies in deficient communication or ineffective marketing strategies by the brand. Conclusions: Valencian consumers opt for sustainable fashion consumption based on their knowledge of the brand rather than the final selling price.
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