The Fashion Consumer’s Attitude Towards the Fashion/Lifestyle Brands Adopting Csr as a Part of Their Business Strategy
DISSERTATION PROJECT
The Fashion Consumer’s attitude towards the fashion/lifestyle brands adopting CSR as a part of their business strategy
Author: Anjali Saini
Fashion Marketing (2009-11)
PEARL ACADEMY OF FASHION
AIM OF THE PROJECT
After all the harm that man has done to the planet Earth, the time has come for mankind to protect himself and the planet from further destruction and to save the planet. To solve this purpose, there is much talk about Corporate Social Responsibility (CSR) today. As Indian apparel/fashion and retail industry is one of the major sectors that contribute to the GDP, it has become their job to work for the society and give back what they have taken from the people and the planet.
Many international and Indian brands have adopted CSR strategies as it is beneficial to both customers and brands. Adopting CSR in any way is proving to be profitable to the companies worldwide. As India is in developing stage, customers are becoming more and more aware of the companies and their social responsible behavior towards the society. Also, globalization in India has largely increased the western business and awareness among the people which has lead to spread of corporate social responsibility. Thus, customers are attracted towards both the brands that use CSR as their core business value and as growth strategy. But this is just a general observation about the customers.
Now when companies know their duties and obligations in lifestyle/fashion industry, Indian fashion consumers are still needed to be studied about. Consumers do spend an extra penny on purchasing an FMCG product or any other product if it relates to CSR but when it comes to buying an expensive organic cotton product and a fashionable product, what does a fashion consumer choose? Is it possible for consumers to be both fashionable and environment friendly at a same time?
The aim of this project is to find out the answer to these questions. To find
The Fashion Consumer’s attitude towards the fashion/lifestyle brands adopting CSR as a part of their business strategy
Author: Anjali Saini
Fashion Marketing (2009-11)
PEARL ACADEMY OF FASHION
AIM OF THE PROJECT
After all the harm that man has done to the planet Earth, the time has come for mankind to protect himself and the planet from further destruction and to save the planet. To solve this purpose, there is much talk about Corporate Social Responsibility (CSR) today. As Indian apparel/fashion and retail industry is one of the major sectors that contribute to the GDP, it has become their job to work for the society and give back what they have taken from the people and the planet.
Many international and Indian brands have adopted CSR strategies as it is beneficial to both customers and brands. Adopting CSR in any way is proving to be profitable to the companies worldwide. As India is in developing stage, customers are becoming more and more aware of the companies and their social responsible behavior towards the society. Also, globalization in India has largely increased the western business and awareness among the people which has lead to spread of corporate social responsibility. Thus, customers are attracted towards both the brands that use CSR as their core business value and as growth strategy. But this is just a general observation about the customers.
Now when companies know their duties and obligations in lifestyle/fashion industry, Indian fashion consumers are still needed to be studied about. Consumers do spend an extra penny on purchasing an FMCG product or any other product if it relates to CSR but when it comes to buying an expensive organic cotton product and a fashionable product, what does a fashion consumer choose? Is it possible for consumers to be both fashionable and environment friendly at a same time?
The aim of this project is to find out the answer to these questions. To find