YouTubers as influencers in the responsible promotion and Happiness management of fashion brands

Abstract:

Companies today are striving to manage sustainable business models in their production and promotional environments, including initiatives such as waste reduction and the decreasing number of single-use products. An example of this type of management is the initiatives based on the circular economy, which have gained increasing attention from the business and political environments. This type of business is understood as a system in which products are transformed and given a new use after they fulfill their primary purpose, evidencing the possible and necessary synergy between the economy and the environment. The environmental impact of the textile industry is part of the current debate, deriving a series of questions about the sustainability of the business model on which the fashion industry is based and the promotion of its products, especially in the face of the profile of a consumer committed to ethics and environmental responsibility, with preference given to brands that are committed to these principles. Considering the aforementioned, this chapter aims to analyze the role played by some women's fashion YouTubers in Spain, in the promotion of sustainable brands with initiatives and Happiness Management, based on the circular economy as is the case of H&M, Zara and MANGO.

Año de publicación:

2021

Keywords:

• Sustainability
• YouTubers
• FASHION
• MARKETING
• influencers
• happiness management

Fuente:

scopus