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Toward circular economy of fashion

Toward circular economy of fashion The purpose of this paper is to examine the challenges and solutions emerging when fashion brands develop and test circular economy solutions within their existing business models.Design/methodology/approachThe paper is based on a 34-month case study in a global fashion brand, which launched a new in-store product take-back initiative.FindingsThe results indicate that fashion brands need to cope with multiple challenges in the process of developing circular business models in the organization, including: diverging perspectives of value and unclear success criteria, poor alignment with existing strategy, limited internal skills and competences, and limited consumer interest.Research limitations/implicationsThe results of this paper are grounded in a single case study and thus limitations associated with broad generalizations apply. In addition, the paper only investigated one aspect of circularity, namely, product take-back and did not investigate design for circularity, product reuse, recycle and other circularity related issues.Originality/valueThe findings derive from practical experiences of a fashion brand implementing an in-store product take-back system in the existing business model. The study reveals new insights into the actual process of making circular fashion operable. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

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References (71)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1361-2026
DOI
10.1108/jfmm-04-2018-0059
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine the challenges and solutions emerging when fashion brands develop and test circular economy solutions within their existing business models.Design/methodology/approachThe paper is based on a 34-month case study in a global fashion brand, which launched a new in-store product take-back initiative.FindingsThe results indicate that fashion brands need to cope with multiple challenges in the process of developing circular business models in the organization, including: diverging perspectives of value and unclear success criteria, poor alignment with existing strategy, limited internal skills and competences, and limited consumer interest.Research limitations/implicationsThe results of this paper are grounded in a single case study and thus limitations associated with broad generalizations apply. In addition, the paper only investigated one aspect of circularity, namely, product take-back and did not investigate design for circularity, product reuse, recycle and other circularity related issues.Originality/valueThe findings derive from practical experiences of a fashion brand implementing an in-store product take-back system in the existing business model. The study reveals new insights into the actual process of making circular fashion operable.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Aug 9, 2019

Keywords: Case study; Business models; Fashion; Circular economy; Product take-back; Textile reuse and recycling

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