Sustainable brand extensions of fast fashion retailers

Purpose - The purpose of this paper is to examine consumer perceptions of a potential sustainable line extension introduced by a specific fast-fashion retailer. Following brand-extension theory, the study seeks to identify the influences of knowledge of and involvement with the cause of sustainability, as well as knowledge and affect toward brand, on the evaluation of a sustainable line extension. Design/methodology/approach - Participation was limited to those with in-store browsing experience with either Zara or H&M in the past 12 months. A self-administered online survey was developed using the written scenario approach. After several screening processes, 598 completed surveys were deemed usable for statistical analysis. Findings - Findings identified significant cause and brand effects on brand-cause fit and brand-extension fit. In turn, brand extension was significantly predicted by brand-cause fit and brand-extension fit. In addition, the results of the study indicated that consumers do view sustainable products as fitting with fast-fashion retailers, based on their previous knowledge and affect regarding the brand and the cause. Originality/value - This study sought to identify consumers' perceptions of sustainable brand extension introduced by a fast-fashion retailer. Implications for retailers included leveraging consumers' past knowledge and affect regarding the brand through marketing of the sustainable product.