Table 2. Case brands and key selection... | Emerald Publishing

Table 2.

Case brands and key selection criteria

Criteria	Brand A	Brand B	Brand C
(1) Each brand was an established fashion apparel/footwear brand with retail outlets	Headquarters: Vancouver, Canada Retail stores: 670 globally	Headquarters: San Francisco, USA Retail stores: 20 USA 4 UK/Europe 1 New Zealand 4 China 2 Japan 1 South Korea	Headquarters: New Zealand Retail stores: 2 New Zealand Markets: global
(2) Sustainability embedded in their core values and marketing practices	Embraces social, environmental and economic health to create opportunities to lead “happy and fulfilling” lives	“Better business” specifically designed to reverse climate change − “making better things in a better way”	To leave the planet better than it is now by creating ethically made products using sustainable fabrics with a circular design focus
(3) Mix of different sustainability pillars and issues (i.e. environmental, social, wellbeing) underpinned by strong purpose among the selected brands	Primarily social sustainability and wellbeing (individual and community) Embraces environmental and economic aspects	Primarily environmental sustainability − certified B Corp Includes some social and economic aspects and Committed to transparency	Primarily environmental Committed to fair and ethical practices for all stakeholders
(4) Brands posted content regularly on their Instagram accounts about sustainability issues	Yes Personal wellbeing Social wellbeing	Yes Environmental sustainability	Yes Environmental sustainability
(5) There was a mix of global and local retailers among the selected brands	Global	Global	Local

Criteria	Brand A	Brand B	Brand C
(1) Each brand was an established fashion apparel/footwear brand with retail outlets	Headquarters: Vancouver, Canada Retail stores: 670 globally	Headquarters: San Francisco, USA Retail stores: 20 USA 4 UK/Europe 1 New Zealand 4 China 2 Japan 1 South Korea	Headquarters: New Zealand Retail stores: 2 New Zealand Markets: global
(2) Sustainability embedded in their core values and marketing practices	Embraces social, environmental and economic health to create opportunities to lead “happy and fulfilling” lives	“Better business” specifically designed to reverse climate change − “making better things in a better way”	To leave the planet better than it is now by creating ethically made products using sustainable fabrics with a circular design focus
(3) Mix of different sustainability pillars and issues (i.e. environmental, social, wellbeing) underpinned by strong purpose among the selected brands	Primarily social sustainability and wellbeing (individual and community) Embraces environmental and economic aspects	Primarily environmental sustainability − certified B Corp Includes some social and economic aspects and Committed to transparency	Primarily environmental Committed to fair and ethical practices for all stakeholders
(4) Brands posted content regularly on their Instagram accounts about sustainability issues	Yes Personal wellbeing Social wellbeing	Yes Environmental sustainability	Yes Environmental sustainability
(5) There was a mix of global and local retailers among the selected brands	Global	Global	Local

Source(s): Authors’ own work