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.