| Title | Fashion-as-a-Service: Circular Business Model Innovation in Retail |
|---|---|
| ID_Doc | 26296 |
| Authors | Poldner, K; Overdiek, A; Evangelista, A |
| Title | Fashion-as-a-Service: Circular Business Model Innovation in Retail |
| Year | 2022 |
| Published | Sustainability, 14, 20 |
| Abstract | This article seeks to contribute to the literature on circular business model innovation in fashion retail. Our research question is which 'model'-or combination of models-would be ideal as a business case crafting multiple value creation in small fashion retail. We focus on a qualitative, single in-depth case study-pop-up store KLEER-that we operated for a duration of three months in the Autumn of 2020. The shop served as a 'testlab' for action research to experiment with different business models around buying, swapping, and borrowing second-hand clothing. Adopting the Business Model Template (BMT) as a conceptual lens, we undertook a sensory ethnography which led to disclose three key strategies for circular business model innovation in fashion retail: Fashion-as-a-Service (F-a-a-S) instead of Product-as-a-Service (P-a-a-S) (1), Place-based value proposition (2) and Community as co-creator (3). Drawing on these findings, we reflect on ethnography in the context of a real pop-up store as methodological approach for business model experimentation. As a practical implication, we propose a tailor-made BMT for sustainable SME fashion retailers. |
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