Sustainability in the fashion and luxury industry, an effective marketing tool only if human to human

The theme of sustainability is increasingly dear to all businesses, including the fashion industries. Water consumption, the use of chemical agents, CO2 emissions and waste production are the main damages of a constantly growing sector. Clothing consumption is expected to grow; today, however, companies are starting to revolutionize their supply chains from a sustainable perspective. According to the report “How brands can seize the opportunity of sustainable fashion” published by Bain & Company and WWF Italy1, 65% of consumers say they care about the environment, also paying attention to the impact of fashion products that they purchase. Awareness regarding the damage caused to the environment by the fashion industry has certainly opened the way to many initiatives which are sometimes pure greenwashing activities, but has also led large groups to begin a process of serious reflection regarding their production processes, questioning processing methods and materials once taken for granted in the world of fashion. Sustainability, however, is a true driver of growth but only if incorporated into the organization with company staff from top management to the salesperson, close to the customer to understand their needs. We therefore want to understand sustainability not as an abstract concept but as a responsible attitude shared by all the "human" of the company organization and above all by the customers themselves who must inspire the brands. We wanted to understand what consumers think and whether they really choose based on the company's environmental impact and how companies are responding to this challenge.