Toward circular Economy of Fashion: Experiences from a Brand’s Product Take-back Initiative

Kerli Kant Hvass*, Esben Rahbek Gjerdrum Pedersen

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TidsskriftJournal of Fashion Marketing and Management
Vol/bind23
Udgave nummer3
Sider (fra-til)345-365
Antal sider21
ISSN1361-2026
DOI
StatusUdgivet - 2019

Emneord

  • Business models
  • Case study
  • Circular economy
  • Fashion
  • Product take-back
  • Textile reuse and recycling

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