Inside-Out Sustainability
Exploring How Organizational Culture Drives Sustainable Brand Development in Fashion Around the World
At IL MODA BRANDS, the belief is that building a successful fashion brand involves much more than design aesthetics and marketing strategies. It begins at the core, with culture.
As part of an ongoing doctoral research project in business administration, IL MODA BRANDS’ founder is exploring a central question: How does organizational culture influence sustainable brand development in the global fashion industry? This comparative study examines both ethical and fast fashion brands, focusing on how internal values, leadership styles, and decision-making processes impact a brand’s ability to grow responsibly and authentically.
This research reflects the practical realities faced by fashion businesses around the world. From guiding independent designers to scaling mission-driven collections, IL MODA BRANDS has observed firsthand how culture can either support or hinder a brand’s ability to build long-term value and purpose.
Why Organizational Culture Matters in Fashion
Organizational culture is often an invisible yet powerful force that shapes how teams function, make decisions, and interact with both internal and external communities. In the fashion industry, where authenticity and trust are essential, culture becomes a fundamental factor in achieving sustainable success. It influences how a brand:
Builds values-based storytelling and communication
Aligns teams around ethical and sustainability goals
Navigates global supply chains and market expectations
Develops trust and loyalty among stakeholders and consumers
The theoretical foundation of this research includes Edgar Schein’s model of organizational culture, which defines culture as the shared assumptions and beliefs that influence behavior. The research also applies the Competing Values Framework by Cameron and Quinn, which categorizes organizational cultures as Clan, Adhocracy, Market, or Hierarchy.
In addition to cultural theory, the research draws on global sustainability frameworks such as the Triple Bottom Line(Elkington), stakeholder theory (Freeman), and academic studies on brand authenticity and cultural intelligence in global brand contexts.
A Global Perspective on Sustainability
This summer, the IL MODA BRANDS team will begin international fieldwork in Portugal, a global leader in sustainable textile production and ethical manufacturing. The research will involve factory visits, executive interviews, and local case studies that examine how regional identity, cultural values, and institutional support shape the sustainable fashion ecosystem.
The insights gained will inform broader global discussions on how fashion brands can build alignment between internal culture and external sustainability goals.
Knowledge Sharing and Community Engagement
IL MODA BRANDS is committed to advancing a responsible future for fashion by bridging research and real-world practice. Through this work, the organization aims to offer insight, spark conversation, and support fashion professionals seeking to create purpose-driven, culturally conscious brands.
Fashion founders, academic researchers, sustainability professionals, and creative leaders are invited to connect and contribute to this evolving conversation. The IL MODA BRANDS knowledge platform will continue to share global case studies, field updates, and practical frameworks for sustainable brand development.
References
Beverland, M. B. (2006). The ‘real thing’: Branding authenticity in the luxury wine trade. Journal of Business Research, 59(2), 251–258.
Cameron, K. S., & Quinn, R. E. (2011). Diagnosing and changing organizational culture: Based on the competing values framework. Jossey-Bass.
Elkington, J. (1997). Cannibals with forks: The triple bottom line of 21st-century business. Capstone Publishing.
Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman.
Morhart, F. M., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200–218.
Schein, E. H. (2010). Organizational culture and leadership (4th ed.). Jossey-Bass.
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Sage Publications.