Review
BibTex RIS Cite

Evaluation of H&M’s Marketing Communication Ethic Through Honesty, Social Responsibility and Truthfulness Principles of International Chamber of Commerce (ICC) Advertising and Marketing Communications Codes

Year 2022, Volume: 1 Issue: 1, 55 - 70, 30.06.2022

Abstract

Fast fashion marketing communication ethics has become an important discussion, as the concepts of social responsibility and sustainability have become a common marketing tool in fast fashion industry; despite the increase in the number of seasons and use of resources in recent years. This study provides information about the concept of fast fashion and defines the concept of ethics within the framework of corporate ethics and marketing communication ethics. The study specifically focuses on H&M brand since the concepts of responsible fashion and sustainability are increasingly being used in marketing communication activities carried out by the brand, and these activities are frequently covered in campaigns and in the media. The study evaluates the company's practices within the framework of truthfulness, social responsibility and honesty concepts, which play an important role in the ethical guidelines determined by the International Chamber of Commerce advertising and marketing communication rules. This literature research discusses that, H&M brand contradicts; the concept of truthfulness by creating artificial scarcity which manipulates consumers' ability to make the right decision, the concept of social responsibility by ignoring the principles against racism and principles of respect for human dignity, the concept of honesty by promoting overconsumption which creates a challenge for sustainability. Therefore, this study argues that H&M behaves unethically, and embodies this claim with cases.

References

  • Aksu M., Bektaş. G. Ö. E., & Karaboğa, K. (2011). Concepts of fast fashion and artificial scarcity in marketing in the 21th century: Tchibo Example. Journal of Naval Science and Engineering, 7(1), 48-70.
  • Anguelov, N. (2016). The dirty side of the garment industry – fast fashion and its negative impact on environment and society. Boca Raton, USA: CRC Press.
  • Bhaduri, G., & Ha-Brookshire, J. E. (2011). Do transparent business practices pay? Exploration of transparency and consumer purchase intention. Clothing and Textiles Research Journal, 29(2), 135-149.
  • BBC Güney Afrika (2018). H&M stores in South Africa trashed over 'racist' hoodie. https://www.bbc.com/news/world-africa-42675665 Erişim tarihi: 21 Mayıs 2021.
  • Birleşik Krallık Avam Kamarası Raporu (2019). Fixing fashion: clothing consumption and sustainability. https://publications.parliament.uk/pa/cm201719/cmselect/cmenvaud/1952/1952.pdf Erişim tarihi: 16 Mayıs 2021.
  • Bradshaw, A., & Zwick, D. (2014). The field of business sustainability and the death drive: a radical intervention. Journal of Business Ethics, 136(2), 267-279.
  • Bray, J. P. (2009). Ethical Dimensions in Clothing Purchase. First Annual Ethics in Everyday Life Conference, 17-19 March, Salzburg.
  • Bruce, M., & Daly, L. (2006). Buyer behaviour for fast fashion. Journal of Fashion Marketing and Management, 10(3), 329-344.
  • Cambridge. (2022). Definition of sustainability https://dictionary.cambridge.org/dictionary/english/sustainability Erişim tarihi: 18 Ocak 2022.
  • Carrington, M. J., Neville, B. & Zwick, D. (2016). The ideology of the ethical consumption gap. Marketing Theory, 16(1), 21-38.
  • Chonko, L. B. (1995). Ethical decisions in marketing. Thousand Oaks, CA: Sage.
  • Clean Clothes Campaign. https://cleanclothes.org/ Erişim tarihi: 13 Mayıs 2021.
  • CNBC. (2018). H&M slammed as racist for ‘monkey in the jungle’ hoodie. https://www.cnbc.com/2018/01/08/hm-slammed-for-racist-monkey-in-the-jungle-hoodie.html Erişim tarihi: 21 Mayıs 2021.
  • Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64-87.
  • Devinney, T. M., Auger, P., & Eckhardt, G. M. (2010). The myth of the ethical consumer. New York, USA: Cambridge University Press.
  • Economist. (2014). Rana Plaza collapse one year on boots on the ground safety inspectors are now a common sight in bangladesh’s garment factories https://www.economist.com/schumpeter/2014/04/24/boots-on-the-ground Erişim tarihi: 3 Mayıs 2021.
  • Ellen MacArthur Vakfı Raporu. https://www.ellenmacarthurfoundation.org/our-work/activities/make-fashion-circular/report Erişim tarihi: 13 Mayıs 2021.
  • Ellen MacArthur Vakfı Tekstil Raporu. (2017). A new textıles economy: Redesıgnıng fashion’s future. https://www.ellenmacarthurfoundation.org/assets/downloads/publications/A-New-Textiles-Economy_Full-Report.pdf Erişim tarihi: 13 Mayıs 2021.
  • Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communications: An International Journal. 10 (4). 341-350.
  • Ferrell, O. C., Johnston, M. W., & Ferrell, L. (2007). A framework for personal selling and sales management ethical decision making. Journal of Personal Selling and Sales Management, 27(4), 291-99.
  • Ferrell, O., Fraedrich, J., & Ferrell, L. (2016). Business ethics: Ethical decision making and cases. Cengage Learning. Boston, MA.
  • Fortune Dergisi. (2019). H&M makes a sustainable fashion miscue in Norway https://fortune.com/2019/06/27/hm-makes-sustainable-fashion-miscue-in-norway-fast-fashion/ Erişim tarihi: 16 Mayıs 2021.
  • Friedman, V. (2010). Sustainable fashion: what does green mean? Financial Times https://www.ft.com/content/2b27447e-11e4-11df-b6e3-00144feab49a Erişim tarihi: 17 Ocak 2022.
  • Gigerenzer, G. (1991). How to make cognitive ıllusions disappear: Beyond heuristics and biases. European Review of Social Psychology, 2, 83–115.
  • Harpers Bazaar. (2018). H&M's best designer collaborations. https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/ Erişim tarihi: 9 Mayıs 2021.
  • Hill, J., & Lee, H. H. (2012). Young Generation Y consumers’ perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management, 16(4), 477- 491.
  • H&M’in tarihçesi. The H&M group history https://hmgroup.com/about-us/history/ Erişim tarihi: 15 Ocak 2022.
  • H&M’in İlk 70 Yılı. The H&M group–the first 70 years. https://about.hm.com/content/dam/hmgroup/groupsite/documents/en/Digital%20Annual%20Report/2017/Annual%20Report%202017%20Our%20history.pdf Erişim tarihi: 15 Mayıs 2021.
  • H&M Conscious. (2022). H&M aldığımız övgüler https://www2.hm.com/tr_tr/sustainability-at-hm/our-work/awards.html Erişim tarihi: 20 Ocak 2022.
  • H&M Geri Dönüşüm Açıklaması (2019). Sustaınability report shows strong progress towards the goal to only source sustaınable materıals. https://about.hm.com/news/financial-reports/2019/4/3255193.html Erişim tarihi: 13 Mayıs 2021.
  • H&M & Gisele. (2014). Gisele Bündchen for H&M: Gisele Bündchen stars in the H&M Summer 2014 campaign. https://www.vogue.it/en/magazine/daily-news/2014/04/gisele-bundchen-hem-adv-campaign?refresh_ce= Erişim tarihi: 11 Mayıs 2021.
  • H&M & Madonna. (2006). Madonna and H&M launch new fashion line. https://about.hm.com/fr_fr/news/247014.html Erişim tarihi: 11 Mayıs 2021.
  • H&M Sürdürülebilirlik İşbirlikleri. Memberships and collaborations. https://hmgroup.com/sustainability/leading-the-change/memberships-and-collaborations/ Erişim tarihi: 13 Mayıs 2021.
  • H&M Sürdürülebilirlik Raporu 2019. (2020). Sustainability performance report 2019 https://hmgroup.com/wp-content/uploads/2020/10/HM-Group-Sustainability-Performance-Report-2019.pdf Erişim tarihi: 10 Mayıs 2021.
  • H&M Sürdürülebilirlik Raporu 2020. (2021). Sustainability performance report 2020 https://hmgroup.com/wp-content/uploads/2021/03/HM-Group-Sustainability-Performance-Report-2020.pdf Erişim tarihi: 10 Mayıs 2021.
  • H&M Sürdürülebilirlik Raporları Arşivi. https://hmgroup.com/sustainability/sustainability-reporting/ Erişim tarihi: 10 Mayıs 2021.
  • H&M X Balmain 1 (2015). H&M's Balmain launch prompts scuffles on Regent Street. https://www.theguardian.com/fashion/2015/nov/05/hm-balmain-designer-fashion-launch-scuffles-regent-street Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 2 (2015). Lüks koleksiyon için izdiham yaşandı. https://www.cnnturk.com/video/yasam/luks-koleksiyon-icin-izdiham-yasandi Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 3 (2015). Yağma değil mağaza açılışı: Fatih Ürek ve Nur Yerlitaş'lı Balmain izdihamı https://onedio.com/haber/yagma-degil-magaza-acilisi-fatih-urek-ve-nur-yerlitas-li-balmain-izdihami-618430 Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 4 (2015). H&M Balmain skandalı Fatih Ürek anlattı https://www.internethaber.com/hm-balmain-skandali-fatih-urek-anlatti-1484053h.htm Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 5 (2015). Görgüsüzlükte gelinen son nokta: H&M ve Balmain işbirliği ortalığı birbirine kattı https://www.hurriyet.com.tr/kelebek/hayat/gorgusuzlukte-gelinen-son-nokta-h-m-ve-balmain-isbirligi-ortaligi-birbirine-katti-40009924 Erişim tarihi: 9 Mayıs 2021.
  • H&M X Erdem (2017). Fans queue up day before launch for Erdem x H&M Collection https://www.straitstimes.com/lifestyle/fashion/fans-queue-up-day-before-launch-for-erdem-x-hm-collection Erişim tarihi: 9 Mayıs 2021.
  • Idacavage, S. (2018). Fashion history lesson: The origins of fast fashion. fashionista https://fashionista.com/2016/06/what-is-fast-fashion Erişim tarihi: 19 Ocak 2022.
  • Indvik, L. (2020). Sustainable fashion? There’s no such thing. Financial Times https://www.ft.com/content/d174e7d7-97c4-43fc-8765-95075e5fcce7 Erişim tarihi: 18 Ocak 2022.
  • Invisible Workers. (2017). Invisible workers: Syrian refugees in Turkish garment factorıes https://cleanclothes.org/file-repository/resources-national-cccs-invisible-workers-syrian-refugees-in-turkish-garment-factories Erişim tarihi: 13 Mayıs 2021.
  • Joergens, C. (2006). Ethical fashion: Myth or future trend? Journal of Fashion Marketing and Management, 10(3), 360-371.
  • Joy, A., Sherry, J. F., Venkatesh, J. W., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-296.
  • Kawamura, Y. (2005). Fashion-ology: An introduction to fashion studies. Berg Publishers.
  • Kim, H., Choo, H. J., & Yoon, N. (2013). The motivational drivers of fast fashion avoidance. Journal of Fashion Marketing and Management, 17(2), 243-260.
  • Laczniak, G. R., & Murphy, P. E. (2006) Normative perspectives for ethical and socially responsible marketing. Journal of Macromarketing, 26(2), 154-177.
  • Laufer, W. S. (2003). Social accountability and corporate greenwashing. Journal of Business Ethics, 43(3), 253-261.
  • Lemire, B. (1984). Developing consumerism and the ready-made clothing trade in Britain, 1750-1800. Textile History. 15(1), 21-44.
  • Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization and Environment, 28(2), 223-349.
  • Markham, D., Khare, A., & Beckman, T. (2014). Greenwashing: A proposal to restrict its spread. Journal of Environmental Assessment Policy and Management, 16(4), 1-16.
  • McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212-222.
  • Morgan, L. R., & Birtwistle, G. (2009). An investigation of young fashion consumers disposal habits. International Journal of Consumer Studies, 33(2). 190-198.
  • Newman, P. K. (1952). The early London clothing trades. Oxford Economic Papers, 4(3), 243-251.
  • NYT (2018). H&M apologizes for ‘monkey’ image featuring black child https://www.nytimes.com/2018/01/08/business/hm-monkey.html Erişim tarihi: 21 Mayıs 2021.
  • Pasquinelli, I. (2012). Rio 2012: what can the fashion industry do to become more sustainable? The Guardian http://www.guardian.co.uk/sustainable-business/fashion-industry-sustainability-strategy Erişim tarihi: 17 Ocak 2022.
  • Phelps, A. M. (2015). Common reads: The economic history of garment and textile manufacturing and relevance to modern economic development. Bard College Bard Digital Commons.
  • Rainforest Alliance. https://www.rainforest-alliance.org/press-releases/im-alive-brasil Erişim tarihi: 13 Mayıs 2021.
  • Ro, C. (2020). Can fashion ever be sustainable? BBC https://www.bbc.com/future/article/20200310-sustainable-fashion-how-to-buy-clothes-good-for-the-climate Erişim tarihi: 18 Ocak 2022.
  • Russell, B. (1919). The proposed roads to freedom. H. Holt & Co.
  • Stanford Felsefe Ansiklopedisi The stanford encyclopedia of philosophy. https://plato.stanford.edu/entries/ethics-business/ Erişim tarihi: 20 Mayıs 2021.
  • Shen, B., Wang, Y., Lo, C. K. Y., & Shum, M. (2012). The impact of ethical fashion on consumer purchase behavior. Journal of Fashion Marketing and Management, 16(2), 234-245.
  • Sheridan, M., Moore, C., & Nobbs, K. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, 10(3), 301-315.
  • Siegle, L. (2011). To die for: Is fashion wearing out the world? Fourth Estate.
  • Singer, P. (1994). Ethics. Oxford, UK: Oxford University Press.
  • Smith, N. C. (1995). Marketing strategies for the ethics era. Sloan Management Review. 85-97.
  • Taplin, I. M. (2014). Who is to blame? A re-examination of fast fashion after the 2013 factory disaster in Bangladesh. Critical Perspectives on International Business, 10(1), 72-83.
  • The Economist. (2009). Planned obsolescence https://www.economist.com/news/2009/03/23/planned-obsolescence Erişim tarihi: 19 Ocak 2022.
  • The Economist. (2018). The true cost of fast fashion. The Economist [Video Dosyası] https://youtu.be/tLfNUD0-8ts Erişim tarihi: 19 Ocak 2022.
  • Tun, Z. T. (2021). H&M: The secret to its success. Investopedia https://www.investopedia.com/articles/investing/041216/hm-secret-its-success.asp Erişim tarihi: 19 Ocak 2022.
  • Tokatli, N. (2008). Global sourcing insights from the clothing industry: The Case of Zara, a fast fashion retailer. Journal of Economic Geography, 8, 21-38.
  • Tokatli, N., & Kizilgun, O. (2009). From manufacturing garments for ready to wear to designing collections: Evidence from Turkey. Environment and Planning, 41(1), 146-162.
  • Uluslararası Ticaret Odası Reklamcılık ve Pazarlama İletişim Kuralları. ICC advertising and marketing communications code https://iccwbo.org/publication/icc-advertising-and-marketing-communications-code/ Erişim tarihi: 20 Mayıs 2021.
  • UNECE. (2018). UN Alliance aims to put fashion on path to sustainability. The United Nations Economic Commission for Europe https://unece.org/forestry/press/un-alliance-aims-put-fashion-path-sustainability Erişim tarihi: 18 Ocak 2022.
  • Walker, K., & Wan, F. (2011). The harm of symbolic actions and green-washing: Corporate actions and communications on environmental performance and their financial implications. Journal of Business Ethics, 109(2), 227-242.
  • Washington Post. (2018). H&M faced backlash over its ‘monkey’ sweatshirt ad. It isn’t the company’s only controversy. https://www.washingtonpost.com/news/arts-and-entertainment/wp/2018/01/19/hm-faced-backlash-over-its-monkey-sweatshirt-ad-it-isnt-the-companys-only-controversy/ Erişim tarihi: 21 Mayıs 2021.
  • Welters, L., & Lillethun, A. (2007). The fashion reader. Berg Publishers.
  • World Wide Fund for Nature. https://www.wwfca.org/en/our_work/water/ Erişim tarihi: 13 Mayıs 2021.
  • World Wide Fund Raporu. (2017). Changing fashion: The clothing and textile industry at the brink of radical transformation - Environmental rating and innovation report 2017 https://www.wwf.ch/sites/default/files/doc-2017-09/2017-09-WWF-Report-Changing_fashion_2017_EN.pdf Erişim Tarihi: 13 Mayıs 2021. Zizek, S. (2009). Violence. London, UK: Profile Books Ltd.

Uluslararası Ticaret Odası Reklam ve Pazarlama İletişimi Kuralları Çerçevesinde Gerçeklik, Sosyal Sorumluluk ve Dürüstlük İlkelerinin Pazarlama İletişimi Etiği Açısından H&M Markası Üzerinden İncelenmesi

Year 2022, Volume: 1 Issue: 1, 55 - 70, 30.06.2022

Abstract

Son yıllarda artan kaynak kullanımıyla birlikte hızlı moda şirketlerinin sezon sayılarının fazlalaşmasına rağmen, sosyal sorumluluk ve sürdürülebilirlik kavramlarının özellikle bu şirketler için yaygın bir pazarlama aracına dönüşmesi, hızlı moda pazarlama iletişiminde etik kavramını önemli bir tartışma konusu haline getirmektedir. Bu çalışma, hızlı moda kavramı hakkında bilgi vermektedir. Etik kavramını kurumsal etik ve pazarlama iletişiminde etik çerçevesinde tanımlamaktadır. H&M markasının, sorumlu moda ve sürdürülebilirlik adına arttırarak yürüttüğü pazarlama iletişimi faaliyetlerinin, kampanyalar ve medyada sıkça yer bulması sebebiyle, çalışma H&M markasına odaklanmaktadır. Çalışma, markanın uygulamalarını, Uluslararası Ticaret Odası reklamcılık ve pazarlama iletişim kurallarının belirlediği etik yönergelerde önemli rol oynayan gerçeklik, sosyal sorumluluk ve dürüstlük kavramları çerçevesinde değerlendirmektedir. Literatür araştırması niteliğindeki bu çalışma, H&M markasının, yapay kıtlık algısı oluşturup tüketicilerin doğru karar verme yetisini manipüle ederek gerçeklik; ırkçılık ve insan onuruna saygı ilkelerini görmezden gelerek sosyal sorumluluk ve aşırı tüketimi teşvik edip sürdürülebilirliğe aykırı davranarak dürüstlük kavramlarıyla çeliştiğini, bu nedenle etik davranmadığını ileri sürmekte ve bu iddiayı vakalarla somutlaştırmaktadır.

References

  • Aksu M., Bektaş. G. Ö. E., & Karaboğa, K. (2011). Concepts of fast fashion and artificial scarcity in marketing in the 21th century: Tchibo Example. Journal of Naval Science and Engineering, 7(1), 48-70.
  • Anguelov, N. (2016). The dirty side of the garment industry – fast fashion and its negative impact on environment and society. Boca Raton, USA: CRC Press.
  • Bhaduri, G., & Ha-Brookshire, J. E. (2011). Do transparent business practices pay? Exploration of transparency and consumer purchase intention. Clothing and Textiles Research Journal, 29(2), 135-149.
  • BBC Güney Afrika (2018). H&M stores in South Africa trashed over 'racist' hoodie. https://www.bbc.com/news/world-africa-42675665 Erişim tarihi: 21 Mayıs 2021.
  • Birleşik Krallık Avam Kamarası Raporu (2019). Fixing fashion: clothing consumption and sustainability. https://publications.parliament.uk/pa/cm201719/cmselect/cmenvaud/1952/1952.pdf Erişim tarihi: 16 Mayıs 2021.
  • Bradshaw, A., & Zwick, D. (2014). The field of business sustainability and the death drive: a radical intervention. Journal of Business Ethics, 136(2), 267-279.
  • Bray, J. P. (2009). Ethical Dimensions in Clothing Purchase. First Annual Ethics in Everyday Life Conference, 17-19 March, Salzburg.
  • Bruce, M., & Daly, L. (2006). Buyer behaviour for fast fashion. Journal of Fashion Marketing and Management, 10(3), 329-344.
  • Cambridge. (2022). Definition of sustainability https://dictionary.cambridge.org/dictionary/english/sustainability Erişim tarihi: 18 Ocak 2022.
  • Carrington, M. J., Neville, B. & Zwick, D. (2016). The ideology of the ethical consumption gap. Marketing Theory, 16(1), 21-38.
  • Chonko, L. B. (1995). Ethical decisions in marketing. Thousand Oaks, CA: Sage.
  • Clean Clothes Campaign. https://cleanclothes.org/ Erişim tarihi: 13 Mayıs 2021.
  • CNBC. (2018). H&M slammed as racist for ‘monkey in the jungle’ hoodie. https://www.cnbc.com/2018/01/08/hm-slammed-for-racist-monkey-in-the-jungle-hoodie.html Erişim tarihi: 21 Mayıs 2021.
  • Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64-87.
  • Devinney, T. M., Auger, P., & Eckhardt, G. M. (2010). The myth of the ethical consumer. New York, USA: Cambridge University Press.
  • Economist. (2014). Rana Plaza collapse one year on boots on the ground safety inspectors are now a common sight in bangladesh’s garment factories https://www.economist.com/schumpeter/2014/04/24/boots-on-the-ground Erişim tarihi: 3 Mayıs 2021.
  • Ellen MacArthur Vakfı Raporu. https://www.ellenmacarthurfoundation.org/our-work/activities/make-fashion-circular/report Erişim tarihi: 13 Mayıs 2021.
  • Ellen MacArthur Vakfı Tekstil Raporu. (2017). A new textıles economy: Redesıgnıng fashion’s future. https://www.ellenmacarthurfoundation.org/assets/downloads/publications/A-New-Textiles-Economy_Full-Report.pdf Erişim tarihi: 13 Mayıs 2021.
  • Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communications: An International Journal. 10 (4). 341-350.
  • Ferrell, O. C., Johnston, M. W., & Ferrell, L. (2007). A framework for personal selling and sales management ethical decision making. Journal of Personal Selling and Sales Management, 27(4), 291-99.
  • Ferrell, O., Fraedrich, J., & Ferrell, L. (2016). Business ethics: Ethical decision making and cases. Cengage Learning. Boston, MA.
  • Fortune Dergisi. (2019). H&M makes a sustainable fashion miscue in Norway https://fortune.com/2019/06/27/hm-makes-sustainable-fashion-miscue-in-norway-fast-fashion/ Erişim tarihi: 16 Mayıs 2021.
  • Friedman, V. (2010). Sustainable fashion: what does green mean? Financial Times https://www.ft.com/content/2b27447e-11e4-11df-b6e3-00144feab49a Erişim tarihi: 17 Ocak 2022.
  • Gigerenzer, G. (1991). How to make cognitive ıllusions disappear: Beyond heuristics and biases. European Review of Social Psychology, 2, 83–115.
  • Harpers Bazaar. (2018). H&M's best designer collaborations. https://www.harpersbazaar.com/uk/fashion/fashion-news/news/g23095/hms-best-designer-collaborations/ Erişim tarihi: 9 Mayıs 2021.
  • Hill, J., & Lee, H. H. (2012). Young Generation Y consumers’ perceptions of sustainability in the apparel industry. Journal of Fashion Marketing and Management, 16(4), 477- 491.
  • H&M’in tarihçesi. The H&M group history https://hmgroup.com/about-us/history/ Erişim tarihi: 15 Ocak 2022.
  • H&M’in İlk 70 Yılı. The H&M group–the first 70 years. https://about.hm.com/content/dam/hmgroup/groupsite/documents/en/Digital%20Annual%20Report/2017/Annual%20Report%202017%20Our%20history.pdf Erişim tarihi: 15 Mayıs 2021.
  • H&M Conscious. (2022). H&M aldığımız övgüler https://www2.hm.com/tr_tr/sustainability-at-hm/our-work/awards.html Erişim tarihi: 20 Ocak 2022.
  • H&M Geri Dönüşüm Açıklaması (2019). Sustaınability report shows strong progress towards the goal to only source sustaınable materıals. https://about.hm.com/news/financial-reports/2019/4/3255193.html Erişim tarihi: 13 Mayıs 2021.
  • H&M & Gisele. (2014). Gisele Bündchen for H&M: Gisele Bündchen stars in the H&M Summer 2014 campaign. https://www.vogue.it/en/magazine/daily-news/2014/04/gisele-bundchen-hem-adv-campaign?refresh_ce= Erişim tarihi: 11 Mayıs 2021.
  • H&M & Madonna. (2006). Madonna and H&M launch new fashion line. https://about.hm.com/fr_fr/news/247014.html Erişim tarihi: 11 Mayıs 2021.
  • H&M Sürdürülebilirlik İşbirlikleri. Memberships and collaborations. https://hmgroup.com/sustainability/leading-the-change/memberships-and-collaborations/ Erişim tarihi: 13 Mayıs 2021.
  • H&M Sürdürülebilirlik Raporu 2019. (2020). Sustainability performance report 2019 https://hmgroup.com/wp-content/uploads/2020/10/HM-Group-Sustainability-Performance-Report-2019.pdf Erişim tarihi: 10 Mayıs 2021.
  • H&M Sürdürülebilirlik Raporu 2020. (2021). Sustainability performance report 2020 https://hmgroup.com/wp-content/uploads/2021/03/HM-Group-Sustainability-Performance-Report-2020.pdf Erişim tarihi: 10 Mayıs 2021.
  • H&M Sürdürülebilirlik Raporları Arşivi. https://hmgroup.com/sustainability/sustainability-reporting/ Erişim tarihi: 10 Mayıs 2021.
  • H&M X Balmain 1 (2015). H&M's Balmain launch prompts scuffles on Regent Street. https://www.theguardian.com/fashion/2015/nov/05/hm-balmain-designer-fashion-launch-scuffles-regent-street Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 2 (2015). Lüks koleksiyon için izdiham yaşandı. https://www.cnnturk.com/video/yasam/luks-koleksiyon-icin-izdiham-yasandi Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 3 (2015). Yağma değil mağaza açılışı: Fatih Ürek ve Nur Yerlitaş'lı Balmain izdihamı https://onedio.com/haber/yagma-degil-magaza-acilisi-fatih-urek-ve-nur-yerlitas-li-balmain-izdihami-618430 Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 4 (2015). H&M Balmain skandalı Fatih Ürek anlattı https://www.internethaber.com/hm-balmain-skandali-fatih-urek-anlatti-1484053h.htm Erişim tarihi: 9 Mayıs 2021.
  • H&M X Balmain 5 (2015). Görgüsüzlükte gelinen son nokta: H&M ve Balmain işbirliği ortalığı birbirine kattı https://www.hurriyet.com.tr/kelebek/hayat/gorgusuzlukte-gelinen-son-nokta-h-m-ve-balmain-isbirligi-ortaligi-birbirine-katti-40009924 Erişim tarihi: 9 Mayıs 2021.
  • H&M X Erdem (2017). Fans queue up day before launch for Erdem x H&M Collection https://www.straitstimes.com/lifestyle/fashion/fans-queue-up-day-before-launch-for-erdem-x-hm-collection Erişim tarihi: 9 Mayıs 2021.
  • Idacavage, S. (2018). Fashion history lesson: The origins of fast fashion. fashionista https://fashionista.com/2016/06/what-is-fast-fashion Erişim tarihi: 19 Ocak 2022.
  • Indvik, L. (2020). Sustainable fashion? There’s no such thing. Financial Times https://www.ft.com/content/d174e7d7-97c4-43fc-8765-95075e5fcce7 Erişim tarihi: 18 Ocak 2022.
  • Invisible Workers. (2017). Invisible workers: Syrian refugees in Turkish garment factorıes https://cleanclothes.org/file-repository/resources-national-cccs-invisible-workers-syrian-refugees-in-turkish-garment-factories Erişim tarihi: 13 Mayıs 2021.
  • Joergens, C. (2006). Ethical fashion: Myth or future trend? Journal of Fashion Marketing and Management, 10(3), 360-371.
  • Joy, A., Sherry, J. F., Venkatesh, J. W., & Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16(3), 273-296.
  • Kawamura, Y. (2005). Fashion-ology: An introduction to fashion studies. Berg Publishers.
  • Kim, H., Choo, H. J., & Yoon, N. (2013). The motivational drivers of fast fashion avoidance. Journal of Fashion Marketing and Management, 17(2), 243-260.
  • Laczniak, G. R., & Murphy, P. E. (2006) Normative perspectives for ethical and socially responsible marketing. Journal of Macromarketing, 26(2), 154-177.
  • Laufer, W. S. (2003). Social accountability and corporate greenwashing. Journal of Business Ethics, 43(3), 253-261.
  • Lemire, B. (1984). Developing consumerism and the ready-made clothing trade in Britain, 1750-1800. Textile History. 15(1), 21-44.
  • Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization and Environment, 28(2), 223-349.
  • Markham, D., Khare, A., & Beckman, T. (2014). Greenwashing: A proposal to restrict its spread. Journal of Environmental Assessment Policy and Management, 16(4), 1-16.
  • McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212-222.
  • Morgan, L. R., & Birtwistle, G. (2009). An investigation of young fashion consumers disposal habits. International Journal of Consumer Studies, 33(2). 190-198.
  • Newman, P. K. (1952). The early London clothing trades. Oxford Economic Papers, 4(3), 243-251.
  • NYT (2018). H&M apologizes for ‘monkey’ image featuring black child https://www.nytimes.com/2018/01/08/business/hm-monkey.html Erişim tarihi: 21 Mayıs 2021.
  • Pasquinelli, I. (2012). Rio 2012: what can the fashion industry do to become more sustainable? The Guardian http://www.guardian.co.uk/sustainable-business/fashion-industry-sustainability-strategy Erişim tarihi: 17 Ocak 2022.
  • Phelps, A. M. (2015). Common reads: The economic history of garment and textile manufacturing and relevance to modern economic development. Bard College Bard Digital Commons.
  • Rainforest Alliance. https://www.rainforest-alliance.org/press-releases/im-alive-brasil Erişim tarihi: 13 Mayıs 2021.
  • Ro, C. (2020). Can fashion ever be sustainable? BBC https://www.bbc.com/future/article/20200310-sustainable-fashion-how-to-buy-clothes-good-for-the-climate Erişim tarihi: 18 Ocak 2022.
  • Russell, B. (1919). The proposed roads to freedom. H. Holt & Co.
  • Stanford Felsefe Ansiklopedisi The stanford encyclopedia of philosophy. https://plato.stanford.edu/entries/ethics-business/ Erişim tarihi: 20 Mayıs 2021.
  • Shen, B., Wang, Y., Lo, C. K. Y., & Shum, M. (2012). The impact of ethical fashion on consumer purchase behavior. Journal of Fashion Marketing and Management, 16(2), 234-245.
  • Sheridan, M., Moore, C., & Nobbs, K. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, 10(3), 301-315.
  • Siegle, L. (2011). To die for: Is fashion wearing out the world? Fourth Estate.
  • Singer, P. (1994). Ethics. Oxford, UK: Oxford University Press.
  • Smith, N. C. (1995). Marketing strategies for the ethics era. Sloan Management Review. 85-97.
  • Taplin, I. M. (2014). Who is to blame? A re-examination of fast fashion after the 2013 factory disaster in Bangladesh. Critical Perspectives on International Business, 10(1), 72-83.
  • The Economist. (2009). Planned obsolescence https://www.economist.com/news/2009/03/23/planned-obsolescence Erişim tarihi: 19 Ocak 2022.
  • The Economist. (2018). The true cost of fast fashion. The Economist [Video Dosyası] https://youtu.be/tLfNUD0-8ts Erişim tarihi: 19 Ocak 2022.
  • Tun, Z. T. (2021). H&M: The secret to its success. Investopedia https://www.investopedia.com/articles/investing/041216/hm-secret-its-success.asp Erişim tarihi: 19 Ocak 2022.
  • Tokatli, N. (2008). Global sourcing insights from the clothing industry: The Case of Zara, a fast fashion retailer. Journal of Economic Geography, 8, 21-38.
  • Tokatli, N., & Kizilgun, O. (2009). From manufacturing garments for ready to wear to designing collections: Evidence from Turkey. Environment and Planning, 41(1), 146-162.
  • Uluslararası Ticaret Odası Reklamcılık ve Pazarlama İletişim Kuralları. ICC advertising and marketing communications code https://iccwbo.org/publication/icc-advertising-and-marketing-communications-code/ Erişim tarihi: 20 Mayıs 2021.
  • UNECE. (2018). UN Alliance aims to put fashion on path to sustainability. The United Nations Economic Commission for Europe https://unece.org/forestry/press/un-alliance-aims-put-fashion-path-sustainability Erişim tarihi: 18 Ocak 2022.
  • Walker, K., & Wan, F. (2011). The harm of symbolic actions and green-washing: Corporate actions and communications on environmental performance and their financial implications. Journal of Business Ethics, 109(2), 227-242.
  • Washington Post. (2018). H&M faced backlash over its ‘monkey’ sweatshirt ad. It isn’t the company’s only controversy. https://www.washingtonpost.com/news/arts-and-entertainment/wp/2018/01/19/hm-faced-backlash-over-its-monkey-sweatshirt-ad-it-isnt-the-companys-only-controversy/ Erişim tarihi: 21 Mayıs 2021.
  • Welters, L., & Lillethun, A. (2007). The fashion reader. Berg Publishers.
  • World Wide Fund for Nature. https://www.wwfca.org/en/our_work/water/ Erişim tarihi: 13 Mayıs 2021.
  • World Wide Fund Raporu. (2017). Changing fashion: The clothing and textile industry at the brink of radical transformation - Environmental rating and innovation report 2017 https://www.wwf.ch/sites/default/files/doc-2017-09/2017-09-WWF-Report-Changing_fashion_2017_EN.pdf Erişim Tarihi: 13 Mayıs 2021. Zizek, S. (2009). Violence. London, UK: Profile Books Ltd.
There are 82 citations in total.

Details

Primary Language Turkish
Subjects Marketing Communications
Journal Section Reviews
Authors

Sermin Subaşı This is me 0000-0002-7431-7794

Publication Date June 30, 2022
Published in Issue Year 2022 Volume: 1 Issue: 1

Cite

APA Subaşı, S. (2022). Uluslararası Ticaret Odası Reklam ve Pazarlama İletişimi Kuralları Çerçevesinde Gerçeklik, Sosyal Sorumluluk ve Dürüstlük İlkelerinin Pazarlama İletişimi Etiği Açısından H&M Markası Üzerinden İncelenmesi. Turkish Journal of Marketing Research, 1(1), 55-70.