An investigation into Innovative, Sustainable Business Models in Fashion Brands: Drivers and Challenges
Abstract
At present, there is an increased interest into the topic of sustainable business models within
the fashion industry, primarily due to the recent light that has been shown upon the harmful
environmental effects that this industry is producing. The research hopes to explore the
contributory factors – known as drivers to this study – in which fashion brands are influenced by
to become more sustainable. The research also hopes to outline these drivers and summarise
them and detail what challenges and opportunities they may bring.
The research will carry out a literature review, to explore existing studies surrounding this topic
and mention recurring ideas. Following on from the literature review, the researcher
implemented Saunders’ et al (2012) “research onion”, which allowed for step by step decision
making to take place and the most appropriate methods to be selected throughout the
investigative process.
The data of this study was collected via semi-structured e-mail interviews, exploring brand
manager’s understanding of sustainable business models, drivers towards them and challenges
and opportunities that they bring. Following on from this, the data collected was then
thematically analysed in order to establish key themes from the fashion brand managers in
relation to the aim and objectives.
Further recommendations have been proposed towards future data which aligns with the
literature and findings.