Abstract:
The purpose of this study is to analyse which positioning strategies sustainable
fashion brands in South Africa are using. Due to the ecological damage caused by
the fashion industry, academia, governments, businesses and individuals are turning
their attention towards sustainable solutions for the industry’s textile waste problem.
Rewoven was chosen as the case study for this paper, due to it being the first South
African brand that recycles textile waste to make clothing products. An interpretivist
approach informed qualitative interviews with Rewoven Africa’s executives.
Additionally, a thematic content analysis conducted on Rewoven’s and its
competitors’ websites, enabled an understanding of how a South African fashion
brand thinks about target markets, competition, differentiation and sustainable
design when creating its brand positioning strategies.
Ultimately, Keller’s Brand Positioning Model coupled with the design thinking
methodology assisted the researcher to identify the two key elements of Rewoven’s
brand positioning strategy, in relation to its functional and emotional attributes.
Therefore, brands that are looking to build a sustainable fashion brand in South
Africa, may find merit in following Keller’s brand positioning model and the design
thinking approach to solving brand related challenges.
