Transition to a greener fashion: how and why main brands are moving towards a more sustainable business?

The fashion industry has long been identified as a main driver of systemicenvironmental damage. Especially for so-called “fast fashion” giants that operate on a strategic model based on both overproduction and overconsumption. As environmental concerns become ever more relevant in public discourse, several key corporate players have taken steps to reduce their environmental impact and make their supply chains more sustainable. In order to investigate on this matter, we readapt existing research frameworks to measure the economic and sustainability performance, and their correlation, of eight-company sample selected among the great fast-fashion “giants” and evaluate their commitment to sustainability issues.