Communication regarding corporate sustainability of the main Spanish and Italian fast fashion brands: Zara, Mango, Calzedonia and OVS. Difference between the online point of sale platform and physical point of sale

Abstract

Concern for the corporate sustainability has become important in recent years in the fashion industry after the tragedy of the collapse of Rana Plaza in Bangladesh in 2013, which revealed possible deficiencies in sustainability reports from the largest groups of the sector. The main objective of this research is to verify if the main Spanish and Italian fast fashion brands incorporate corporate sustainability criteria, both at their physical and online points of sale. The research has been carried out using two qualitative techniques: content analysis and a descriptive study. Firstly, the content analysis of the online store or corporate website in Italy of Zara, Mango, Calzedonia and OVS. Secondly, a descriptive study of the physical point of sale of the selected brands in Rome. The results reveal that Zara, Mango and OVS brands make a greater inclusion of their corporate sustainability in their communication channels: in the corporate website in the case of Zara and OVS, and in the online store in the case of Mango. Merchandising is not exploited by the brands analysed.