A Theoretical Research on Sustainability in the Fashion Industry

The concept of sustainable fashion has been widely used in the literature and industry in recent years. It is seen that the rapid change of fashion trends and the increasing production and consumption rate in the garment industry bring negative environmental impacts. For this reason, the priority of sustainability in the context of the fashion industry is focused on improving existing fashion systems by prioritizing ecological integrity and social order. In this study, firstly, sustainability and its importance are emphasized and sustainability in the fashion industry is discussed. Examining the radical changes in the fashion industry, which has an important place in the economies of countries, which is changing and growing, and analyzing the practices and studies of brands that have an important positioning in the fashion industry regarding sustainability in fashion are analyzed within the framework of sustainable marketing. In this research, which provides examples of sustainability strategies applied in the fashion industry; it is aimed to raise awareness among producers, consumers and researchers, to draw attention to sustainable fashion and to make suggestions to relevant sector professionals.