The case study selection process for this research involved identifying six categories to represent major market segments in the fashion industry.
The selection criteria were based on the net worth and ranking of publicly traded top-performing brands, as evaluated by the FashionUnited Index of Most Recognized Fashion Brands (FashionUnited, 2020).
However, the selection process for the sustainable fashion category differed as these brands needed to identify as self-proclaimed "sustainable" brands. This was necessary in order to evaluate if apparel retailers' advertising, which is widely perceived as sustainable, was different or similar to the top fashion brands and fast fashion brands.
The Collected DAta
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