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The problem of meeting the endless human needs of scarce resources is the main subject of economics. As a matter of fact, industrialization, the increase in the world population, which leads to a dramatically increasing consumption are seemed to be the core causes of ecological problems. On the other hand, the produced goods are being consumed by a relatively small part of the world's population. In particular, the question of consumption is criticized as created by the marketing discipline. The marketing discipline, which cannot remain unconcerned to the criticisms, offers solutions with sustainable marketing and social marketing efforts. These solution proposals are not independent from the changes made in the strategies of the enterprises and the nature of the products they produce. The fashion industry has also taken its share with sustainable fashion strategies. Sustainable fashion and slow fashion concepts/trends appear as marketing concepts that define the strategies used by business companies. In this study, brands that are easily found in most countries of the world and appealing to the consumer are the subject. The websites of the brands that are the subject of the study, the commercials they use, and the news related to sustainability were analyzed by content analysis technique. The analyzes were made over the three elements of the marketing mix which are product, price, and promotion. In addition to these, the theme of "packaging" analyzed under the product theme.

Kıt kaynakların sonsuz insan ihtiyaçlarını karşılama sorunu ekonomi biliminin temel konusudur. Nitekim, sanayileşme, dünya nüfusundaki, bunlarla beraber tüketimdeki artış, üretilenlerin büyük çoğunluğunun dünya nüfusunun görece olarak belli küçük bir kesimi tarafından tüketilmesi vb. olgular, yaşanılan ekolojik problemlerin temelinde yatan sebepler olarak tanımlanabilirler. Özelde tüketim problemi, pazarlama disiplininin oluşturduğu bir sorun olarak eleştirilere konu olmaktadır. Yapılan eleştirilere kayıtsız kalamayan pazarlama disiplini, bu sorunsala sürdürülebilir pazarlama ve sosyal pazarlama çabalarıyla ele almaktadır. Bu çözüm önerileri işletmelerin stratejilerinde ve ürettikleri ürünlerin mahiyetinde yaptıkları değişikliklerden bağımsız değildir. Moda endüstrisi de bu durumdan payını alarak sürdürülebilir moda stratejileri uygulamaktadır. Sürdürülebilir moda, yavaş moda kavramları veya akımları da moda ve tekstil sektörlerinde faaliyet sürdüren işletmeler tarafından kullanılan stratejileri tanımlayan pazarlama kavramları olarak karşımıza çıkmaktadır. Çalışmada, dünyanın çoğu ülkesinde kolaylıkla rastlanan, tüketiciye hitap eden markalar konu edilmiştir. Çalışmanın konusunu oluşturan markaların web sitelerinden, kullandıkları reklam filmlerinden ve konuya ilişkin haberlerden elde edilen veriler analiz edilmiştir. Analizlerde nitel araştırma tekniklerinden betimsel analiz kullanılmıştır. Analizler pazarlama karmasının üç elemanı üzerinden -ürün, fiyat, tutundurma- ve bunlara ek olarak ürün elemanı altında da ele alınabilen “ambalaj” teması üzerinden yapılmıştır., The problem of meeting the endless human needs of scarce resources is the main subject of economics. As a matter of fact, industrialization, the increase in the world population, which leads to a dramatically increasing consumption are seemed to be the core causes of ecological problems. On the other hand, the produced goods are being consumed by a relatively small part of the world's population. In particular, the question of consumption is criticized as created by the marketing discipline. The marketing discipline, which cannot remain unconcerned to the criticisms, offers solutions with sustainable marketing and social marketing efforts. These solution proposals are not independent from the changes made in the strategies of the enterprises and the nature of the products they produce. The fashion industry has also taken its share with sustainable fashion strategies.Sustainable fashion and slow fashion concepts/trends appear as marketing concepts that define the strategies used by business companies. In this study, brands that are easily found in most countries of the world and appealing to the consumer are the subject. The websites of the brands that are the subject of the study, the commercials they use, and the news related to sustainability were analyzed by descriptive analysis technique. The analyzes were made over the three elements of the marketing mix which are product, price, and promotion. In addition to these, the theme of "packaging" analyzed under the product theme.