The case study selection process for this research involved identifying six categories to represent major market segments in the fashion industry.
The selection criteria were based on the net worth and ranking of publicly traded top-performing brands, as evaluated by the FashionUnited Index of Most Recognized Fashion Brands (FashionUnited, 2020).
However, the selection process for the sustainable fashion category differed as these brands needed to identify as self-proclaimed "sustainable" brands. This was necessary in order to evaluate if apparel retailers' advertising, which is widely perceived as sustainable, was different or similar to the top fashion brands and fast fashion brands.
The White T-Shirt
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The T-Shirt
This universal item is found in all the evaluated brands.
We’ve listed everything they’ve recorded and a link to the product listing too.
Fashion’s new favorite word is “Imported” when selling online.
(this means they produce in many different places and can’t explicitly label where the product you buy is coming from until it arrives and you check the tag.)
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H&M
$5.99
100% Cotton Jersey
This product has been produced in one of the following countries:
Bangladesh
Ethiopia
India
Indonesia
Care Instructions: NA
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ZARA
$10.90
100% cotton
Imported
Care Instructions: Caring for your clothes is caring for the environment.
Lower temperature washes and delicate spin cycles are gentler on garment, helping to maintain the color, shape and structure of the fabric. At the same time it reduces energy consumption that is used in care processes.
Machine wash max. 30ºC/86ºF delicate cycle
Do not use bleach / whitener
Iron maximum 110ºC/230ºF
Do not dry clean
Do not tumble dry
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UNIQLO
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Nike
Sustainable Materials Nike Sportswear Essentials Women's T-Shirt
$30.00
100% cotton *This Product is made with at least 75% organic cotton fibers
Imported
Care Instructions: Machine wash cold
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Adidas
$30.00
100% Cotton Jersey
Imported
Care Instructions: Do not bleach, Do not Dry Clean, Machine Wash Warm. Tumble Dry Low Heat,
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Lululemon
Classic-Fit Cotton-Blend T-Shirt
$58.00
Body: 68% Cotton, 20% Lyocell, 8% Linen, 4% Elastane Rib: 68% Cotton, 19% Lyocell, 9% Linen, 4% Elastane
Imported
Wash with like colours
Machine wash cold , Do not bleach , Tumble dry low , Do not iron , Do not dry clean
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The North Face
Women’s Short-Sleeve Half Dome Tri-Blend Tee
$30.00
Body: 145 g/m² 50% recycled REPREVE® polyester, 37% cotton, 13% TENCEL™ Lyocell Rib:190 g/m² 50% recycled REPREVE® polyester, 37% cotton, 13% TENCEL™ Lyocell
Made in: NA
Care Content: NA
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Patagonia
Women's Regenerative Organic Certified™ Cotton Tee
$55.00
100% Regenerative Organic Certified™ cottoncotton jersey knit Fabric is certified as bluesign® approved
Made in Peru Fair Trade Certified™
Care Content: NA
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Columbia
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Ralph Lauren
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Michael Kors
MICHAEL KORS COLLECTION Stretch Viscose T-Shirt
$450.00
72% viscose/ 28% polyester
Imported using Italian fabric
Dry clean
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Tom Ford
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Gucci
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Louis Vouitton
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Hermes
$550.00
100% Cotton
Made in France
“The materials used for this garment have been carefully selected. In order to preserve its quality over time, we recommend that you read the care instructions on the label sewn inside this garment and entrust its maintenance to a specialist or to one of our Hermes stores.”
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Pact
$24.00 OR 3 for $60.00
100% Organic Cotton
GOTS Certified Organic Cotton
GOTS Certified and Fair Trade Factory based in India. Empowering 4,816 People.
Machine wash cold. Tumble dry low.
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Girlfriend Collective
White ReSet Cropped Long Sleeve
$52.00
Made from 91% recycled plastic bottles (RPET) and 9% spandex
Made in: NA
“To take care of it, machine wash cold and lay flat to dry — we recommend using a microfiber filter or filtering wash bag. ;) Recyclable with ReGirlfriend “
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Reformation
The traditional Fast Fashion Business Model, aka the new industry standard, with a little bit of a twist for each brand that uses it.
