Toward circular Economy of Fashion

Experiences from a Brand’s Product Take-back Initiative

Research output: Contribution to journalJournal articleResearchpeer-review

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.

Original languageEnglish
JournalJournal of Fashion Marketing and Management
Volume23
Issue number3
Pages (from-to)345-365
Number of pages21
ISSN1361-2026
DOIs
Publication statusPublished - 2019

Keywords

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

Cite this

@article{2562ff9b72b347a194fbee5232163138,
title = "Toward circular Economy of Fashion: Experiences from a Brand’s Product Take-back Initiative",
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.",
keywords = "Business models, Case study, Circular economy, Fashion, Product take-back, Textile reuse and recycling, Business models, Case study, Circular economy, Fashion, Product take-back, Textile reuse and recycling",
author = "{Kant Hvass}, Kerli and Pedersen, {Esben Rahbek Gjerdrum}",
year = "2019",
doi = "10.1108/JFMM-04-2018-0059",
language = "English",
volume = "23",
pages = "345--365",
journal = "Journal of Fashion Marketing and Management",
issn = "1361-2026",
publisher = "JAI Press",
number = "3",

}

Toward circular Economy of Fashion : Experiences from a Brand’s Product Take-back Initiative. / Kant Hvass, Kerli; Pedersen, Esben Rahbek Gjerdrum.

In: Journal of Fashion Marketing and Management, Vol. 23, No. 3, 2019, p. 345-365.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Toward circular Economy of Fashion

T2 - Experiences from a Brand’s Product Take-back Initiative

AU - Kant Hvass, Kerli

AU - Pedersen, Esben Rahbek Gjerdrum

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

KW - Business models

KW - Case study

KW - Circular economy

KW - Fashion

KW - Product take-back

KW - Textile reuse and recycling

KW - Business models

KW - Case study

KW - Circular economy

KW - Fashion

KW - Product take-back

KW - Textile reuse and recycling

UR - https://sfx-45cbs.hosted.exlibrisgroup.com/45cbs?url_ver=Z39.88-2004&url_ctx_fmt=info:ofi/fmt:kev:mtx:ctx&ctx_enc=info:ofi/enc:UTF-8&ctx_ver=Z39.88-2004&rfr_id=info:sid/sfxit.com:azlist&sfx.ignore_date_threshold=1&rft.object_id=110978984253138&rft.object_portfolio_id=&svc.holdings=yes&svc.fulltext=yes

U2 - 10.1108/JFMM-04-2018-0059

DO - 10.1108/JFMM-04-2018-0059

M3 - Journal article

VL - 23

SP - 345

EP - 365

JO - Journal of Fashion Marketing and Management

JF - Journal of Fashion Marketing and Management

SN - 1361-2026

IS - 3

ER -