SUSTAINABLE FASHION ADVERTISING OF SMALL AND MEDIUM ENTERPRISES: EVIDENCE FROM MADE IN ITALY COMPANIES

Fashion companies are increasingly promoting their sustainable practices and products. Despite this trend, scholarly investigations into sustainable fashion advertising remain sparse, focusing predominantly on multinational corporations. This study aims to fill this gap by delving into the sustainable fashion advertising strategies employed by Italian small and medium-sized enterprises (SMEs) in the context of luxury and premium sustainable fashion and ‘Made in Italy’ products. The research adopts the signaling theory perspective, conducting an exploratory qualitative analysis of Italian SMEs specializing in sustainable luxury or premium fashion goods to achieve the research goals. A multi-case analysis is conducted to contribute to theoretical understanding. By advancing knowledge in sustainable fashion advertising and signaling theory, this research provides valuable insights for optimizing advertising campaigns practically. The findings aim to offer actionable suggestions to policymakers for fortifying these advertising efforts.