Exploring Sustainability Trends In Fashion Industry: The Experts’ Insights Of Fashion Producers In Türkiye

This study investigates the latest trends and practices in sustainable fashion in Türkiye. Focusing on the top three fast fashion brands in the country, the study aims at examining how these brands conceptualize and apply sustainable fashion as well as the motivation, prospects and challenges involved in the process. Given the exploratory nature of the study qualitative approach is employed. Data was collected mainly from interviews with sustainability directors in the brands along with industry experts. Latent thematic analysis is utilised for data analysis. Our results show that sustainable fashion is still in its inception stage in the country with top brands still struggling to follow well-defined efficient sustainability concepts, leadership and strategies. In spite of the challanges faced by fashion industry players, promising prospects were highlighted given the increasing awareness and attitudes of young generation. Findings highlight the potential of stakeholder approach, consumer-focused approach, awareness-raising and government support in dealing with various challenges facing sustainable fashion in the country. The study provides useful insights on how to bring about a change not only in the fashion industry but in the society at large by raising awareness of the importance of sustainable lifestyles.