Brand communication of sustainable fashion to empower Indonesian society

Textile waste disposal is one of the causes of damaging the environment in Indonesia. A sustainable fashion industry could be a good way to minimize this waste. Unfortunately, most Indonesian people were not aware of this concept. This study aims to analyze the brand communication activity of Indone...

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Bibliographic Details
Main Authors: Evelina, L. W., Sari, S. D. S. R.
Format: Conference Proceeding
Language:English
Subjects:
Communication
Empowerment
Ethnic factors
Fashion
Fashion goods
Qualitative analysis
Virtual communities
Waste disposal
Online Access:Get full text
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Summary:Textile waste disposal is one of the causes of damaging the environment in Indonesia. A sustainable fashion industry could be a good way to minimize this waste. Unfortunately, most Indonesian people were not aware of this concept. This study aims to analyze the brand communication activity of Indonesia's sustainable fashion “Sejauh Mata Memandang”, an ethnic local brand, to empower a sustainable society. This brand implements the principle of zero waste production with its environment-friendly materials while also supporting environment-friendly programs. The brand communication activity was intended to change Indonesian fashion consumers’ behavior to adopt the sustainable fashion concept. This study used a qualitative approach with the case study method. The data were collected through online interviews and virtual observation. The results of this study showed that the brand communication activity of “Sejauh Mata Memandang” was carried out through offline events collaborated with Zero Waste Online Community through online media news and social media by educating messages to care for the environment. It is suggested to increase the brand engagement with its online community by a heavier digital campaign.
ISSN:0094-243X
1551-7616
DOI:10.1063/5.0109963