The state of CSR Strategic Communication and company reputation in the Fashion Industry: the consumer’s perspective after Covid-19 pandemic

Abstract

The aim of this paper is to analyze the current state of the industry of fashion with regards to the communication of its CSR activities. The scope of the analysis is to discuss about the consumer perspective of CSR Strategic Communication in the fashion industry to understand if and how it impacts the company’s reputation. The first part of the article is a theoretical overview of the existing literature on strategy and competitive advantage. Consequently, the existing intertwining between three different dimensions - fashion industry, corporate social responsibility (CSR) and communication - will be analyzed and their connection and importance will be explained through a framework, which will help to understand the link between CSR communication and corporate reputation.