SOCIAL MARKETING STRATEGIES AND COMMUNICATION OF SLOW FASHION AS A HAPPINESS MANAGEMENT TOOL

From the perspective of the responsible consumer, it is considered that part of the management and consumption system known as fast fashion is driven by a certain feeling of happiness achieved through the culture of the object. However, it is becoming evident that this industry is facing the tyranny of fast fashion, and this feeling can be considered unrealistic. The new trend for fashion brands is to promote marketing aimed at a more ethical and selective consumer, one who feels that responsible consumption makes him or her happier. This study aims to understand the perception of Spanish consumers toward sustainable fashion, and to see if this can guide fashion marketing strategy toward a happiness management model. A mixed methodology combining quantitative and qualitative methods has been designed for this purpose. The results suggest that some conclusions and advice on social and responsible marketing strategy could help companies develop sustainable fashion for Spanish consumers.