While consumers have become increasingly aware of the need for sustainability in fashion, many do not translate their intention to purchase sustainable fashion into actual behavior. Insights can be gained from those who have successfully transitioned from intention to behavior (i.e., experienced sustainable fashion consumers). Despite a substantial body of literature exploring predictors of sustainable fashion purchasing, a comprehensive view on how predictors of sustainable fashion purchasing vary between consumers with and without sustainable fashion experience is lacking. This paper reports a systematic literature review, analyzing 100 empirical articles on predictors of sustainable fashion purchasing among consumer samples with and without purchasing experience, identified from the Web of Science and Scopus databases.
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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. Poldner K, Overdiek A, Evangelista A. Fashion-as-a-Service: Circular Business Model Innovation in Retail. Sustainability. 2022; 14(20):13273. https://doi.org/10.3390/su142013273
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Despite the importance of sustainable fashion consumption, sustainable fashion retailers capture only a small segment of the overall fashion market. While existing research has thoroughly examined consumer drivers of purchasing sustainable fashion, little is known about how retailers perceive these drivers and whether their marketing tactics reflect these perceptions. This study investigates the alignment between retailers’ presumed drivers of sustainable fashion purchases and the marketing tactics they deploy. Based on interviews with 25 sustainable fashion retailers, analyzed through deductive thematic analysis, the results reveal a disconnect: while retailers identify personal benefits such as style and price as key drivers, their marketing tactics predominantly emphasize relaying generic information about sustainable fashion. Furthermore, the analysis reveals a persistent theoretical misalignment between presumed drivers and the tactics deployed, alongside narrow use of available marketing tactics. These findings have important theoretical and practical implications, highlighting the need for stronger collaboration between academia and practice to test and implement consumer-informed marketing tactics. Such alignment may help expand the reach of sustainable fashion within the broader fashion market.
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