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LIVERPOOL – Academics at the University of Liverpool have completed two case studies which assessed conversations on Twitter around sustainability issues in fashion and the subsequent brand engagement, and concluded that the approaches of fashion firms may be “counter-productive”.  

The first case study focused on more than 13,000 tweets posted in June 2020 with generic hashtags including ‘fast fashion’, ‘ethical fashion’ and ‘slow fashion’ to determine which issues resonated with consumers most, whilst the second analysed how fashion brand ASOS posted and interacted with its shoppers.   

“Twitter is arguably where the most politically engaged and well-informed audiences are ready to enter into dialogue about ethics and sustainability,” said Dr Katia Balabanova, of the university’s department of communication and media. “A modern mixed strategy to social media should include avenues for listening and engaging in dialogue with audiences.” 

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