| Title | Toward circular economy of fashion Experiences from a brand's product take-back initiative |
|---|---|
| ID_Doc | 3518 |
| Authors | Hvass, KK; Pedersen, ERG |
| Title | Toward circular economy of fashion Experiences from a brand's product take-back initiative |
| Year | 2019 |
| Published | Journal Of Fashion Marketing And Management, 23, 3 |
| 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. 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. |
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