Corporate Social Responsibility: a consumer perception towards fast fashion made in sweatshops by luxury apparel brands

Abstract

This was a small-scale study investigating corporate social responsibility, a consumer perception towards fast fashion made in sweatshops by luxury apparel brands. The concept of corporate social responsibility (CSR) is directed towards the association amid business and society and how such an association is represented. The belief of Corporate Citizenship rests on the idea that a business or corporation must perform and be reminiscent of a good citizen. In the context of the research, CSR informs the responsibility of luxury apparel brands and their association with sweatshops and the fast fashion industry. The objective of the study was to gain insight on consumers attitude and awareness towards ‘fast fashion’ made in sweatshops by luxury fashion apparel brands. The information collected in the study was gathered through a qualitative approach, where 7 semi-structured interviews and 1 focus group were conducted. The findings revealed that luxury apparel brands are not effective in communicating their corporate social responsibility and there is little to no communication on the human element of luxury apparel brands with a focus on sweatshop workers and sweatshops that are creating fast fashion. There is a willingness to acquire, be educated and communicated to by luxury apparel brands on the human element of their apparel and the social responsibility of their brand. The knowledge and awareness of young consumers on sweatshop labour, sweatshop free environments and slow fashion brands contribute to influencing ethical manufacturing in the buying behaviour of young consumers towards luxury fashion apparel brands. There is a lack of awareness of the person who made their apparel as they are not communicated to regarding the topic. Luxury apparel brands are not transparent enough as they do not publicise and expose sufficient communication regarding their corporate social responsibility. While the research was small- scale and the findings cannot be generalised, the insights provided by this study led to meaningful findings and recommendations that will contribute to the field of corporate social responsibility within luxury fashion apparel brands.