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Article
Publication date: 23 July 2019

Kerli Kant Hvass and Esben Rahbek Gjerdrum Pedersen

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.

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Abstract

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

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Article
Publication date: 2 September 2014

Kerli Kant Hvass

The purpose of this paper is to study the reuse and recycling of garments from the fashion industry's perspective. Through multiple case studies the paper maps the…

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6307

Abstract

Purpose

The purpose of this paper is to study the reuse and recycling of garments from the fashion industry's perspective. Through multiple case studies the paper maps the emerging organizational field of post-retail responsibility of garments, describing how and why several fashion companies have engaged with reuse and recycling practices and which opportunities and challenges they face.

Design/methodology/approach

The study relies on the qualitative multiple explorative case study method. The data were collected from 12 in-depth, semi-structured interviews with seven fashion companies and documentation analyses of two companies. Data were analyzed using the thematic analyses approach. The main limitation of the study is the limited selection of cases and therefore a larger data set and further studies are required to extend the understanding of the phenomenon for more generalized statements and in-depth understanding.

Findings

The findings demonstrate that post-retail responsibility of fashion is an emerging field in the fashion industry that offers several business opportunities to fashion companies, but also requires rethinking of existing value propositions and engagement of a wider stakeholder group in order to find sustainable solutions for garments’ end of life. The field is still new with limited best practice, however, two main strategies of how fashion companies address post-retail responsibility of their products can be distinguished: second hand retailing and product take-back schemes.

Originality/value

This paper contributes to research by advancing understanding of fashion industry's role in the end-of-life of their products and the associated opportunities and challenges. This study belongs to the first round of research that directly addresses the post-consumer textile waste from the fashion industry's perspective.

Details

Journal of Fashion Marketing and Management, vol. 18 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

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