KONSTEN ATT ÖVERTYGA HÅLLBART : En kvalitativ retorisk analys av lyxmodeföretags hållbarhetskommunikation

Sammanfattning

The purpose of this study is to investigate how luxury fashion companies communicate sustainability on their own websites as well as their Instagram based on image and rhetoric as a perspective. As the issue of sustainability is highly topical in the fashion industry, the overarching goal has been to gain knowledge of the ways in which fashion companies deal with how sustainability is communicated and to identify which strategies are used. The experience collected comes from the fashion companies Stella McCartney, Mulberry England and Chloé. The study has been carried out based on a rhetorical analysis as well as a visual rhetorical analysis to gain an in- depth understanding. The analysis of these sustainability communications has contributed to knowledge about the meaning of sustainability in general and which rhetorical strategies the various fashion companies use to convey this. The study has resulted in the fashion companies communicating differently and that the meaning of sustainability varies to convey how they want to be perceived on the issue.