ABSTRACT
This chapter presents the change and provides tools for understanding how to communicate responsibility effectively. Fashion amplifies, identifies and influences the masses. It has the potential to stimulate significant change by inspiring millions of consumers to choose and lead a more sustainable lifestyle. The communication of responsible behaviour creates value for the company, generating demand, reducing risk and contributing to its reputation. Brands in fashion are crucial because of the media attention that they generate: they can then acknowledge their important role as influencers of society. Communication budgets are coming round to the idea of new media, starting with Search Engine Optimisation and Search Engine Marketing. New languages to convey the latest content through new media become effective the moment the approach to communication is changed. The challenges of responsibility, the neo-consumer revolution, digital media and the globalisation of markets have all redefined the rules of communication in the fashion sector.
