Branding in Sustainable Apparel Companies: A Study on the Branding Strategies Adopted by Small-Business Apparel Companies That Practice Sustainability in Canada
Bibliographic record
Abstract
The impact of environmental and social issues on today's global fashion industry has made some small apparel companies and big retailers realize their responsibility in setting it right. This qualitative research investigated the branding practices of small-business sustainable apparel companies in Canada. The theoretical framework guiding this research coalesced McDonough and Braungart's concept of cradle-to-cradle (sustainability) and identity-branding approaches, using a case-study methodology. A combination of literature review, web-based data and semi-structured interviews of nine participants was intended to shed light on the research questions. Key findings included more focus in branding a label with the product's aesthetics and other features compared to branding the products “sustainable,” even when the companies are not compromising their sustainability practices. In addition, there is a realization among small-business entrepreneurs who practice sustainability in rebranding to focus more on customer based branding (keeping the customer in the center of the brand).
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.003 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.003 |
| Science and technology studies | 0.013 | 0.003 |
| Scholarly communication | 0.004 | 0.001 |
| Open science | 0.001 | 0.001 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".