Strategic Management of Sustainable Fashion Subscriptions, Consumer Perceptions and Brand Positioning in the Context of Responsible Consumption and Production

Abstract

The environmental impact of the fashion industry has contributed to the emergence of sustainable alternatives, with fashion subscription models presenting a viable approach to circular consumption. This study explores the strategic management of sustainable fashion subscriptions, analyzing the impact of brand positioning, trust, and sustainability communication on consumer perceptions and adoption intentions in Chennai, India. A quantitative survey of 321 respondents and statistical analyses, including correlation and regression, indicate that brand positioning is the most significant predictor of subscription interest, followed by sustainability messaging and brand trust. The survey emphasizes a significant change in consumer priorities towards environmentally sensitive ideals, especially among young, educated, and technologically engaged demographics. The findings highlight the critical significance of transparent brand communication and trust cultivation in promoting responsible consumption in accordance with SDG 12.