Comparative insights on sustainability integration in fashion retail: a study of Brazilian and Swedish companies

Objective: The aim of the present study was to explore sustainability integration into fashion retail organizations’ strategic practices by focusing on Brazilian and Swedish companies. It also aims at assessing how these companies apply sustainability principles in their business strategies based on analyzing their sustainability reports. Method: Study based on documental research methodology applied to assess sustainability inclusion in Brazilian and Swedish fashion retail companies’ strategies. Data were collected from sustainability reports for comparative analysis purposes, according to guidelines by the Global Reporting Initiative (GRI). Three sustainability strategy parameters, namely business sustainability vision, fair trade, and environmental audits, were analyzed to assess companies’ sustainability practices. The comparative analysis provided insights about similarities and differences between the sustainability practices adopted by these two countries’ fashion industries. Main Results: Both Brazilian and Swedish fashion retail companies emphasize sustainability in their strategies. However, remarkable differences were also identified between these two countries. Swedish companies stand out for higher compliance with sustainability practices, and it reflects their reputation as sustainability leaders. Brazilian companies, although progressing in this field, showed great room for improvement in adding sustainability to their strategic approaches. Originality: This research contributes to the literature by providing a comparative analysis of sustainability integration into the business strategies of Brazilian and Swedish fashion retail companies. While prior research has explored sustainability practices within the fashion industry, this study primarily examines business sustainability vision, fair trade, and environmental audits, comparing contexts across two distinct countries. Theoretical / Methodological Contributions: This article offers a theoretical contribution by highlighting key dimensions of corporate strategy reflected in GRI reports, such as sustainable vision, fair trade, and green auditing. Methodologically, it contributes by proposing an approach to analyze corporate reports as a means to assess the strategic dimension of sustainability in the fashion industry.