Academic Fashion Enquiry
An academic research proposal exploring whether retailer-owned resale platforms promote genuinely sustainable consumption or instead legitimise continued overconsumption through sustainability-led branding.
The project critically evaluates the relationship between circular fashion, consumer behaviour and ethical marketing, proposing a qualitative content analysis of sustainability messaging used by fast fashion brands.
Through this project, I developed skills in academic research, literature review, qualitative research design, critical analysis, consumer behaviour and sustainability marketing. It strengthened my ability to evaluate complex industry issues, apply theoretical frameworks to real-world marketing challenges and construct evidence-based research proposals, informing my future work in fashion marketing and brand strategy.
This project was produced solely for academic purposes as part of my MSc International Fashion Marketing and does not represent research conducted on behalf of or in collaboration with any fashion retailer.
