["Business Strategy and the Environment, Volume 35, Issue 4, Page 4659-4687, May 2026. ", "\nABSTRACT\nThe apparel industry is one of the world's most profitable sectors but also among the most environmentally damaging. Growing sustainability pressures have led companies to adopt diverse strategies to reduce their impact, yet no single study has systematically analysed these approaches or their consumer implications. This review addresses that gap by categorising sustainability strategies in the apparel sector and identifying the tools used—whether physical, digital or integrative. Using a systematic approach, we synthesise key trends, theoretical foundations and research methods to provide a structured view of the field. A central contribution is the development of the consumer response matrix, a theoretical model that illustrates how consumers respond to different sustainability strategies. Our findings reveal the importance of integrative frameworks that combine physical and digital approaches to enhance consumer engagement. This study maps current strategies and sets the foundation for future research on hybrid approaches and long‐term sustainable consumption.\n"]