Abstract

The purpose of this thesis is to provide insight into the fast fashion industry and explain how the innerworkings of society are affected by its continued legacy. This research was conducted with the aid of scholarly articles, non-binary surveys, and experiments that were of value to the explanation of environmental impact and consumer perceptions of the fast fashion industry. The potential for sustainable fashion is analyzed, with careful consideration of the impending global revolution towards the movement of circular fashion. Examples of marketing tactics from various companies are used to help explain how sustainability can be marketed to reach its fullest potential in the industry. Three key themes arise from these examples: accessibility, societal perception, and consumer behavior. All three factors lead to the balance of marketing sustainable fashion and illustrate a world in which sustainability can coexist with convenience. At the end of the day, sustainability is the future of fashion, and it is for the greater good of communities worldwide that we begin to embroider this truth.