SUSTAINABLE BRAND EXTENSIONS OF FAST FASHION BRANDS;

THE INFLUENCE ON PARENT BRAND ATTITUDE

Sagare, Shreyansh Umesh*, Dr. Shafighi, Najla*.
Abstract / Summery
Fashion industry to be one of the largest consumer industries & the second most polluting in the world because only a few industries confront as many sustainability issues as the fashion industry. This sustainability challenge is increasing day by day due to the nature of the fast
fashion model, which have accelerated the consumption of fast fashion clothing goods made of poor quality and have short product lifespans. On the other hand, due to consumers' and society's rising demand for sustainable fashion products, fast fashion companies are
investing heavily in integrating sustainability into their products or services. Most of these companies are adopting sustainable brand extension strategies for sustainable branding.
The purpose of the study is to assess how younger Indian consumers' parent brand attitudes are affected in the case of sustainable brand extension introduced by fast fashion brands. To address this purpose, a literature review was conducted before conducting the primary
study by using a quantitative research design via a self- administered questionnaire. The result of primary research indicated that focusing on sustainable branding with a brand extension strategy is not misguided since it positively impacts brand attitude. The result of primary
research indicated that focusing on sustainable branding with a brand extension strategy is not misguided since it positively impacts brand attitude. In addition, based on the multiple regression analysis, it concluded that all of the selected variables {brand influence (brand
knowledge & brand affect), attitude towards sustainable brand extension (ATSBE), and consumer influence (fashion interest, social belonging, and sustainability concern)} are significantly correlated with brand attitude. In this process, brand influence factors are considered
the most important in terms of affecting brand attitude. Therefore, for the effectiveness of sustainable brand extensions, companies should focus on not only brand extension fit but also brand factors such as brand knowledge and brand affect.

Motivation & Background Research Framework

• The questions were designed on each IV’s DV and
questions , survey questionnaire consists of 34
questions, initial 4 questions related to demographic
questions, followed by 30 statements

Consumers are changing their • T-tests, Reliability analysis, Correlation tests, ANOVA
The fast fashion industry is 40.3 million people are analysis and regression analysis perfomed on IBM
behaviour, with searches for
the 2nd largest trapped in "modern
software SPSS
“sustainable goods” increasing
global polluter1 slavery", many of whom
make our clothes1 globally by 71% since 2016.2

With this pressure on all actors to become and to be perceived as more sustainable, “Nearly every apparel marketer
/ Fast Fashion brands is following consumer demand by leaping onto the green wagon with sustainable brand
extension strategy.” 3 Brand extension strategy has to date been a more cost-effective and less risky alternative for
modifying a product line or entering a new market, since the business capitalizes on its well-established brand
name .
Sustainable brand extensions (SBExts) involve the application of an established brand name to new and greener
products due to environmental considerations of the brand and can be divided into sustainable line extensions
(SLExts) and sustainable category extensions (SCExts).

Sustainable
Line Examples
Data & Results
Sustainable Extensions
Brand Extensions (SLExts).
Reliability Analysis Correlation Analysis (Pearson's)
(SBExts)
• Cronbach’s alpha method was used to calculate internal Pearson correlation r is designed to determine the strength of correlation
Sustainable consistency to reach high reliability of each variable, all independent variables and the dependent variable. All of the independent variables
Category Examples
values were found reliable and under limit. have positive correlation with Brand Attitude.
Extensions CI BI ATSLE ATSCE BA Var BI -- > BA CI-- > BA ATSLE -- BA ATSCE-- > BA
Variables
(SCExts) r value
Alpha(α) 0.679 0.751 0.731 0.714 0.797 0.705 .510 0.588 0.588

• However, Brand extensions success depends heavily on the consumers attitudes towards the extended product +/-
High positive correlation Moderate positive correlation
or service. Also brand attitude, which refers to an overall evaluation of a brand, is mostly affected by new
products. the increased awareness of sustainability might cause customers to change their purchasing habits, yet 1. Regression for Sustainable Line Extension 2. Regression for Sustainable Category Extension
individuals still choose their preferred brand more often than green brands.4
• Results shows that p-value is <0.001 which is less than 0.05, hence • Results shows that p-value is <0.001 which is less than 0.05, hence there
• Therefore, understanding consumer attitudes toward the brand is critical as brand attitude shows the state of
there is a significant relationship between independent variable is a significant relationship between independent variable i.e., CI, BI,
mind of a consumer about a brand’s products or services like the durability of the product, serviceability, and
i.e., CI, BI, ALSLE and the dependent variable i.e., BA. ALSCE and the dependent variable i.e., BA.
behavior of the company. Brand attitudes are useful in predicting the customer’s behavior and attitude can be
• R-square value is 0.595, which means that independent variables • R-square value is 0.595, which means that independent variables i.e., CI,
changed over time. Due to identified research gaps concerning how green brand extensions change consumer
i.e., CI, BI, ATSLE causes 59.5% change in the dependent variable BI, ATSLE causes 59.5% change in the dependent variable i.e., BA.
attitudes, the following research question got developed
i.e., BA.

Research Question Variables Coefficients Std. Error Sig. Variables Coefficients Std. Error Sig.
Consumer Influence (CI) .198 .095 .039 Consumer Influence (CI) .271 .094 .005
“How do consumers' parent brand attitudes get affected in the case of
sustainable brand extensions introduced by fast fashion brands?.” Brand Influence (BI) .580 .082 <.001
Brand Influence (BI) .536 .089 <.001

Theoretical Summary
Sustainable Line .332 .072 <.001
Sustainable Category .272 .066 <.001
Extension Attitude
Below Figure summarize the most important findings from the existing literature, which was to considered in the Extension Attitude
(ATSLE)
following primary research. (ATSCE)
Adj R Square .574 ANOVA – F 59.300
DRIVERS
Fashion Industry
Adj R Square .586 ANOVA – F 62.225
Fast Fashion Industry
CONSUMER INFLUENCE
BRAND
• Fashion Interest LOYALTY
Government • Sustainability Concern
& • Social Belonging
Regulations

Social SUSTAINABLE BRAND PURCHASE

Drivers Sustainability EXTENSION BRAND INTENTIONS
in Fast • Sustainable Line
Fashion Extension ATTITUDE
Enviornmen • Sustainable
tal Factors Category Extension

BRAND
SWITCHING
BRAND INFLUENCE
Market
Drivers
• Brand Knowledge
• Brand Affect
Other fast fashion
brands

Slow fashhion brands

Research Method Conclusion & Discussion

Researcher must pass through “Research Onion” when developing effective methodology. (Saunders et al in 2019)
5, Research Methodology was designed based on research onion.

Purpose Casual/ Relational (Test Relationship)

Philosophy Positivism

Logic & Approach Deductive Approach

Methodology Mono Method: Quantitative Method

Data Collection
Survey Strategy
Strategy

Research instrument Questionnaire closed ended ,5 point Likert scale , 131 respondent

Sampling Method Non-probability sampling: purposive sampling and volunteer sampling

Target Group Younger generation from India (Gen Y & Gen Z)

Further info
Theoretical Contributions Future Scope
Time Horizon Cross Sectional
• This present master thesis touches upon current • This research illustrates important implications
research priority of ‘Cultivation the Customer with regards to how SBExts improves brand
Analysis Methods Quantitative: t-tests, reliability, correlation, regression analysis attitudes, further research could investigate
Asset’ set by the Marketing Science Institute.
other brand-level effects, such as sales or
Ethical
Ethical aspects considered in the study clearly planned and mentioned. brand equity.
considerations

References
1 SANVT. “The Environmental Impact of the Fast Fashion Industry | Infographic and Stats.” SANVT, 12 Mar. 2020, Link 4 Olsen, M. C., Slotegraaf, R. J., & Chandukala, S. R. (2014). Green Claims and Message Frames: How Green New Products Change Brand Attitude.
2 Economist Intelligence Unit, “An Eco-wakening, Measuring global awareness, engagement and action for nature”, 2021 Link 5 Saunders, M.N.K., Lewis, P., & Thornhill, A. (2019). Research methods for business students. 8th edition. Harlow: Pearson Education.
3Pasquarelli, A. (2019). How sustainability in fashion went from the margins to the mainstream. Link