Lykke Borreskov Juulsen

Communicating Csr in the High Street Fashion Industry: a Discussion of Csr Communication Using Bestseller and H&m As Examples Lykke Borreskov Juulsen

As stakeholders and governments pay more attention to the poor working conditions in many developing countries, companies put more emphasis on the need to conduct responsible production as well as their responsibility toward the societies in which they operate. Several scandals within the clothing industry together with outsourcing of production can be seen as contributing factors to the increasing focus on corporate social responsibility. In addition, CSR has gained grounds at both national and international level as governments and large organizations have come up with guidelines to which companies should adhere in order to show that they are responsible corporate citizens. CSR is thus being increasingly implemented into companies? business strategies, and companies are being scrutinized now more than ever. With this book we wish to discuss the use of CSR communication strategies in corporate communication within the high street fashion clothing industry in order to determine if they use and live up to the national and international standards for reporting on CSR. The book will be based on an analysis and evaluation of the H&M and Bestseller websites.