ABSTRACT
In Italy, 'ethical fashion' is still an empty term for the majority of end consumers. This chapter focuses on the existing body of work by looking into and determining the status quo of communication strategies and messages in the realm of ethical fashion specifically, notably across Western European fashion consumer markets. It assesses reputation of ethical fashion with national consumers from public digital media; the key concepts referred to; the estimated market share of ethical fashion if available; the type of media that published ethical fashion related content, their linguistic style and the occasion of the publication. The chapter shows ethical fashion-related corporate communications from the consumer and stakeholder point of view, and the underlying brand strategies, further research is needed into the reason for and approaches to how brands design and determine their ethical fashion-related communication. Sweden, in contrast to other European fashion markets, lacks a tradition of luxury goods consumption.
