Abstract:
This master's thesis explores the integration of sustainability into the marketing strategies of fashion brands in Bosnia and Herzegovina. Through semi-structured interviews with ten owners and managers, the study examines strategies, challenges, and the relationship between local culture and global sustainability trends. The findings show that brands adopt slow fashion principles, prioritize local production, and use social media to communicate with consumers and educate them about sustainable practices. However, challenges such as low consumer awareness, the dominance of fast fashion, and limited infrastructure for recycling hinder broader adoption of sustainable practices. Despite the challenges, opportunities for progress lie in increasing transparency through formal reporting frameworks and introducing systems for measuring consumer demand for sustainable products. This research enhances academic understanding of how local fashion brands can successfully incorporate global sustainability principles into their marketing strategies while addressing the unique characteristics of the local market. It provides valuable insights into the sustainability of marketing practices among fashion brands in Bosnia and Herzegovina and offers practical guidelines for more effective adoption of sustainable practices.
