Toward circular economy of fashion
Purpose: 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/approach: The paper is based on a 34-month case study in a global fashion brand, which launched a new in-store product take-back initiative. Findings: The 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/implications: The 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/value: The 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.
Year of publication: |
2019
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Authors: | Kant Hvass, Kerli ; Pedersen, Esben Rahbek Gjerdrum |
Published in: |
Journal of Fashion Marketing and Management: An International Journal. - Emerald, ISSN 1361-2026, ZDB-ID 2109286-2. - Vol. 23.2019, 3 (08.07.), p. 345-365
|
Publisher: |
Emerald |
Saved in:
Online Resource
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