Sustainable Policies For Clothing Brands Highlighted At ITM Brasil 2021

Purpose: This study sought to understand the sustainable policies of clothing brands that scored above 51% in the Fashion Transparency Index (FIT) in the 2021 edition, published in Brazil. Theoretical framework: Questions regarding the ephemerality of fashion and sustainability were presented, as well as a brief presentation of the clothing industry and sustainable policies. Method/design/approach: The present research is characterized as being of a qualitative nature with a descriptive character, with documentary analysis of the brands featured in the ITM Brasil 2021. Results and conclusion: As a result, a fragility of clothing brands was evidenced in relation to the social dimension of the archetypes. However, there are advances in relation to the technological dimension of the archetypes, aligning with activities aimed at the environmental triple. Research implications: One of the managerial contributions indicates that clothing brands should prioritize sustainable policies aimed at the social pillar of the concept. Originality/value: Among the contributions of the study, the holistic analysis of the concept of sustainability in clothing retail brands stands out.