A Study on the Key Factors for the Success in Evaluating Fast Fashion Enterprises’ Brand Value Based on ESG

Abstract

In the rapid development of the fast fashion industry, consumers benefit from low prices, up-to-date fashion trends, and diverse styles. However, this industry model also presents significant challenges in terms of environmental, social, and corporate governance (ESG). Issues such as the depletion of natural resources, water pollution, child labor, low wages, cost pressures, and kickbacks in corporate governance have drawn widespread attention. Therefore, this study employs the Analytic Hierarchy Process (AHP) to explore the key indicators of ESG implementation in fast fashion companies, evaluating them across the three major dimensions of environment, society, and corporate governance.  This study highlights that the core of sustainable development for enterprises should focus on carbon emission management, actively promoting reduction measures to minimize environmental impact. This strategy not only complies with global environmental regulations but also enhances the company’s competitiveness, strengthens the brand’s green image, and attracts environmentally-conscious consumers, fostering brand loyalty.