“We Like That It Matters!”: Towards a Socially Sustainable Retail Store Brand Experience

Social sustainability is a topic that is gaining increased attention and yet has not been overly discussed, in particular with reference to the fashion industry. There is a shift in consumer demands, where brands are urged to stand for values, affect change in the industry, and have a clear purpose and positive impact over society. At the same time, brands are struggling to provide offers beyond products, or product-related experiences, at the risk of dissatisfying consumers expectations. Part of such dissatisfaction is clearly represented by the lack of footfall in retail stores and the fast-pace abandonment of the high-street by brands that cannot afford empty stores. This paper suggests an opportunity to rethink the retail store functionality as a space for brands to provide consumers with educational initiatives related to important societal issues, hence build their socially responsible profile. A netnographic exploratory analysis of Patagonia platforms was conducted in order to pinpoint potential positive reaction to a purpose-driven brand and its educational initiatives. The brand was chosen due to its value-committed strategy and constant educational effort towards consumers, both offline (product-related) and online (societal-related). This paper suggests that brands such as Patagonia, purpose and value driven in positively impacting society, should bring their activism and educational efforts on the high-street and in the retail spaces. By doing so, brands would concurrently provide consumers with experiences beyond product consumption, could revitalise our high-street, and could reinstate a sense of community belonging while raise their socially sustainable profile. This paper contributes to the existing literature of consumer education in retailing by expanding into the specific domain of fashion, a domain in which many social issues could be successfully addressed through a socially-driven consumer education at the moment still overlooked by researchers and brands.