Sustainability in the fashion industry. The current situation and the competitive advantage that being sustainable can give to Italian fashion brands.

This thesis has the objective to study the meaning of the word “sustainability” in its different facets. We will discuss why fashion should be concerned about this issue and how being sustainable can become a competitive advantage. We want to understand whether being green, and the innovations that this course of action introduces, can help and boost firms in this sector. Concepts such as circular economy, sustainable supply chain management and environmental and social upgrading will be discussed. This general analysis will be accompanied by examples of brands that are investing in this course of action. The last chapter will be dedicated to Italian case studies, focusing on the advantages and the difficulties that they encounter in their willingness to be sustainable in this market.