Abstract
Sustainability in the fashion industry is a contemporary megatrend that needs new studies addressing the myriad of possibilities that exist to reduce environmental impacts. Nonetheless, it is essential to take into account the opinions/wishes of the segments targeted by the business, a practice that has been neglected by textile and fashion companies. Value offers with greater circularity in textile and fashion businesses have suffered from a lack of consideration of the consumer’s perspective in their value propositions. Therefore, the objective of this research is to suggest circular strategies for the incorporation of the consumer’s perspective into value creation in the fashion industry. The methods used in this chapter encompass four steps: (i) building a theoretical background related to sustainable and circular fashion, and circular business models linked to the textile and fashion industry, which aided; (ii) building a survey to investigate issues on product design, value creation, and consumer participation in fashion companies in Brazil; (iii) identifying the main deficiencies on product design, value creation, and consumer participation in fashion businesses in Brazil; and (iv) proposing circular strategies to seek overcome the deficiencies identified. Twenty companies from three states in Brazil were surveyed. The results of the survey allowed identifying gaps in the knowledge of fashion companies in relation to consumers and also with regard to issues that involve the product’s life cycle from the conception, use, and disposal of post-use products by the consumer. Recommendations were proposed to incorporate the consumer’s perspective into creating value in the fashion industry, seeking to pave the way to more circularity-oriented business models in the textile/fashion industry.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Andersen KR (2017) Stabilizing sustainability: in the textile and fashion industry. Copenhagen Business School (CBS), Frederiksberg
Armstrong CM, Niinimäki K, Kujala S et al (2015) Sustainable product-service systems for clothing: exploring consumer perceptions of consumption alternatives in Finland. J Cleaner Prod 97:30–39
Bartlett C, McGill I, Willis P (2012) Textile flow and market development opportunities in the UK. Waste and Resources Action Programme, Banbury, UK
Birtwistle G, Moore C (2007) Fashion clothing–where does it all end up? Int J Retail Distrib Manag 35(3):210–216
Bocken N, Miller K, Weissbrod I, Holgado M, Evans S (2018) Slowing resource loops in the Circular Economy: an experimentation approach in fashion retail. International Conference on Sustainable Design and Manufacturing. Springer, Cham, pp 164–173
BSI (2017) Framework for implementing the principles of the circular economy in organizations—Guide
Carlsson J, Torstensson H, Pal R, Paras MK (2015) Re:textile—planning a swedish collection and sorting plant for used textiles, feasibility study. University of Borås, Västra Götaland
Comin LC, Aguiar CC, Sehnem S, Yusliza MY, Cazella CF, Julkovski DJ (2019) Sustainable business models: a literature review. Benchmarking in press
Diddi S, Yan R-N, Bloodhart B et al (2019) Exploring young adult consumers’ sustainable clothing consumption intention-behavior gap: a behavioral reasoning theory perspective. Sustainable Prod Consumption 18:200–209
Ekström KM, Salomonson N (2014) Reuse and recycling of clothing and textiles—a network approach. J Macromarketing 34(3):383–399
European Commission (2014) Communication from the commission to the European parliament, the Council, the European economic and social committee and the committee of the regions. Towards a circular economy: a zero waste programme for Europe. European Commission, Brussels
Fletcher K (2013) Sustainable fashion and textiles: design journeys. Routledge
Fonseca LM, Domingues JP, Pereira MT et al (2018) Assessment of circular economy within Portuguese organizations. Sustainability (Switzerland) 10(7):2521
Franco MA (2017) Circular economy at the micro level: a dynamic view of incumbents’ struggles and challenges in the textile industry. J Cleaner Prod 168:833–845
Frederiksen DL, Brem A (2017) How do entrepreneurs think they create value? A scientific reflection of Eric Ries’ Lean Startup approach. Int Entrepreneurship Manag J 13(1):169–189
Ghisellini P, Cialani C, Ulgiati S (2016) A review on circular economy: the expected transition to a balanced interplay of environmental and economic systems. J Cleaner Prod 114:11–32
Hansen EG, Schaltegger S (2013) 100 per cent organic? A sustainable entrepreneurship perspective on the diffusion of organic clothing. Corporate Governance (Bingley) 13:583–598. https://doi.org/10.1108/CG-06-2013-0074
Harris F, Roby H, Dibb S (2016) Sustainable clothing: challenges, barriers and interventions for encouraging more sustainable consumer behaviour. Int J Consum Stud 40:309–318
Henninger CE, Alevizou PJ, Oates CJ (2016) What is sustainable fashion? J Fashion Mark Mgmt: Int J 20:400–416
Hirscher A-L, Niinimäki K, Armstrong CMJ (2018) Social manufacturing in the fashion sector: new value creation through alternative design strategies? J Cleaner Prod 172:4544–4554
Holtström J, Bjellerup C, Eriksson J (2019) Business model development for sustainable apparel consumption: The case of Houdini Sportswear. J Strategy Manage 12:481–504
H&M (2020) Circularity and our value chain. https://hmgroup.com/sustainability/circular-and-climate-positive/circularity-and-our-value-chain.html. Accessed 23 May 2020
Hvass KK, Pedersen ERG (2019) Toward circular economy of fashion. J Fash Mark Manag 23(3):345–365
James AM, Reitsma L, Aftab M (2019) Bridging the double-gap in circularity. Addressing the intention-behaviour disparity in fashion. Des J 22(1):901–914
Khan S, Maqbool A, Haleem A, Khan MI (2020) Analyzing critical success factors for a successful transition towards circular economy through DANP approach. Manag Environ Qual 31(3):505–529
Kirchherr J, Piscicelli L, Bour R, Kostense-Smit E, Muller J, Huibrechtse-Truijens A, Hekkert M (2018) Barriers to the circular economy: evidence from the European Union (EU). Ecol Econ 150:264–272
Korhonen J, Honkasalo A, Seppälä J (2018) Circular economy: the concept and its limitations. Ecol Econ 143:37–46
Lacy P, Long J, Spindler W (2020) Fashion industry profile. The Circular Economy Handbook. Palgrave Macmillan, London, pp 185–195
Lacy P, Rutqvist J (2015) Five circular capabilities for driving value. Waste to Wealth. Palgrave Macmillan, London, pp 148–167
Lahti T, Wincent J, Parida V (2018) A definition and theoretical review of the circular economy, value creation, and sustainable business models: Where are we now and where should research move in the future? Sustainability (Switzerland) 10
Larsson E (2018) Filippa K’s fashion manifest: long lasting simplicity. Sustainable Fashion. Springer, Cham, pp 83–95
Leonas KK (2017) The use of recycled fibers in fashion and home products. Springer, Singapore
Lewandowski M (2016) Designing the business models for circular economy—towards the conceptual framework. Sustainability 8:43
MUD Jeans (2020a) It’s time to rethink what we consume and how we produce. https://mudjeans.eu/lease-a-jeans/. Accessed 23 May 2020
MUD Jeans (2020b) Our impact. https://mudjeans.eu/sustainability-our-impact/. Accessed 23 May 2020
Machado MAD, de Almeida SO, Bollick LC, Bragagnolo G (2019) Second-hand fashion market: consumer role in circular economy. J Fash Mark Manag 23(3):382–395
McNeill L, Moore R (2015) Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. Int J Consum Stud 39:212–222
Moktadir MA, Rahman T, Rahman MH et al (2018) Drivers to sustainable manufacturing practices and circular economy: a perspective of leather industries in Bangladesh. J Cleaner Prod 174:1366–1380
Mura M, Longo M, Zanni S (2020) Circular economy in Italian SMEs: a multi-method study. J Cleaner Prod 245:118821
Niinimäki K (2017) Fashion in a circular economy. In: Sustainability in Fashion. Springer, pp 151–169
Nußholz JLK (2018) A circular business model mapping tool for creating value from prolonged product lifetime and closed material loops. J Cleaner Prod 197:185–194
Okur N, Saricam C (2019) The impact of knowledge on consumer behaviour towards sustainable apparel consumption. Consumer behaviour and sustainable fashion consumption. Springer, Singapore, pp 69–96
Pal R (2017) Sustainable design and business models in textile and fashion industry. Sustainability in the Textile Industry. Springer, Singapore, pp 109–138
Pal R, Aneja AP (2017) Ambidexterity drivers of value-creation and appropriation in business models: an explorative study from DuPont. Text Apparel 21:2–26
Pedersen ERG, Earley R, Andersen KR (2019) From singular to plural: exploring organisational complexities and circular business model design. JFMM 23:308–326
Peronard J-P, Ballantyne AG (2019) Broadening the understanding of the role of consumer services in the circular economy: toward a conceptualization of value creation processes. J Cleaner Prod 239:118010
Planing P (2015) Business model innovation in a circular economy: reasons for non-acceptance of circular business models. Open J Bus Model Innov 1–11
Salvador R, Barros MV, da Luz LM, Piekarski CM, de Francisco AC (2019) Circular business models: current aspects that influence implementation and unaddressed subjects. J Clean Prod 250:119555
Sandvik IM, Stubbs W (2019) Circular fashion supply chain through textile-to-textile recycling. J Fash Mark Manag 23(3):366–381
Schwab K (2017) The fourth industrial revolution. Crown Publishing Group, New York, NY
Silva DS, Ghezzi A, de Aguiar RB, Cortimiglia MN, ten Caten CS (2019) Lean startup. Int J Entrepreneurial Behav Res in press, Agile Methodologies and Customer Development for business model innovation
Stål HI, Jansson J (2017) Sustainable consumption and value propositions: exploring product-service system practices among Swedish fashion firms. Sustainable Dev 25:546–558
Todeschini BV, Cortimiglia MN, Callegaro-de-Menezes D, Ghezzi A (2017) Innovative and sustainable business models in the fashion industry: entrepreneurial drivers, opportunities, and challenges. Bus Horiz 60(6):759–770
Vehmas K, Raudaskoski A, Heikkilä P, Harlin A, Mensonen A (2018) Consumer attitudes and communication in circular fashion. J Fash Mark Manag 22(3):286–300
Weber S (2019) A circular economy approach in the luxury fashion industry: a case study of Eileen fisher. Sustainable Luxury. Springer, Singapore, pp 127–160
Wells PE (2013) Business models for sustainability. Edward Elgar Publishing, Cheltenham
Zacho KO, Mosgaard M, Riisgaard H (2018) Capturing uncaptured values—a Danish case study on municipal preparation for reuse and recycling of waste. Resour Conserv Recycl 136:297–305
Zink T, Geyer R (2017) Circular economy rebound. J Ind Ecol 21:593–602
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this chapter
Cite this chapter
Pinheiro, E., Salvador, R., de Francisco, A.C., Piekarski, C.M., Halog, A. (2021). Incorporating Consumer Perspective into the Value Creation Process in the Fashion Industry: A Path to Circularity. In: Gardetti, M.Á., Larios-Francia, R.P. (eds) Sustainable Fashion and Textiles in Latin America. Textile Science and Clothing Technology. Springer, Singapore. https://doi.org/10.1007/978-981-16-1850-5_12
Download citation
DOI: https://doi.org/10.1007/978-981-16-1850-5_12
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-16-1849-9
Online ISBN: 978-981-16-1850-5
eBook Packages: Chemistry and Materials ScienceChemistry and Material Science (R0)