Rethinking Fashion. From Linear Models to Circular Solutions through Disruptive Business Model Innovations
(2019) BUSN39 20191Department of Business Administration
- Abstract
- Thesis purpose: Consumers’ resistance to reform habits and change established behaviours may impede the transition of the fashion industry from a largely linear, to a circular economy.Thus, the purpose of this study is to provide an understanding of how young, female consumers perceive disruptive circular business model innovations in fashion. Based on this, the potential of respective models is explored and challenges concerning their acceptance are implied.
Methodology: This thesis is guided by a qualitative approach to explore consumer perceptions toward new business models in circular fashion. Thus, a multiple-case study, focusing on three selected cases for clothing maintenance, rental, and resale or redistribution was conducted. The... (More) - Thesis purpose: Consumers’ resistance to reform habits and change established behaviours may impede the transition of the fashion industry from a largely linear, to a circular economy.Thus, the purpose of this study is to provide an understanding of how young, female consumers perceive disruptive circular business model innovations in fashion. Based on this, the potential of respective models is explored and challenges concerning their acceptance are implied.
Methodology: This thesis is guided by a qualitative approach to explore consumer perceptions toward new business models in circular fashion. Thus, a multiple-case study, focusing on three selected cases for clothing maintenance, rental, and resale or redistribution was conducted. The case definition was supported by three interviews with experts and practitioners in the field. In the following, four focus group discussions were conducted to explore consumer perceptions and attitudes. In this regard, a pre-selection survey was utilized to identify suitable participants.
Theoretical perspective: This thesis provides a modified theoretical framework of consumer barriers towards the adoption of circular business model innovations in fashion. Resulting from the data collection, nine themes have emerged. Based on this, the authors introduce technology fatigue and security concerns as additional barriers and contribute to literature on innovation resistance and sustainable fashion.
Empirical data: This thesis was designed as a case study, providing a thorough explanation of the three business models. Therefore, company interviews have been conducted to develop an understanding of each business model and consumer perceptions have been explored in focus group discussions.
Conclusion: This thesis contributes to theory on innovation resistance by discussing previous frameworks in a new context and proposing an adaptation with regards to the case of circular business model innovations aimed at slowing the fashion loop. Overall, new and disruptive ideas were positively perceived, showing the potential to fulfil consumer desires on the premise
of circularity. However, issues such as the lack of trust in the provider, self-image incongruence and technology fatigue were serious concerns. Engagement, convenience and transparency were indicated as key in overcoming such barriers. Sustainability, was not found to be a primary determinant of acceptance. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8990695
- author
- Ickstadt, Jannika LU and Dippert, Patricia Anna LU
- supervisor
- organization
- course
- BUSN39 20191
- year
- 2019
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- circular economy, consumer resistance, business model innovation, disruptive innovation, sustainable fashion
- language
- English
- id
- 8990695
- date added to LUP
- 2019-09-25 15:41:39
- date last changed
- 2019-09-25 15:41:39
@misc{8990695,
abstract = {{Thesis purpose: Consumers’ resistance to reform habits and change established behaviours may impede the transition of the fashion industry from a largely linear, to a circular economy.Thus, the purpose of this study is to provide an understanding of how young, female consumers perceive disruptive circular business model innovations in fashion. Based on this, the potential of respective models is explored and challenges concerning their acceptance are implied.
Methodology: This thesis is guided by a qualitative approach to explore consumer perceptions toward new business models in circular fashion. Thus, a multiple-case study, focusing on three selected cases for clothing maintenance, rental, and resale or redistribution was conducted. The case definition was supported by three interviews with experts and practitioners in the field. In the following, four focus group discussions were conducted to explore consumer perceptions and attitudes. In this regard, a pre-selection survey was utilized to identify suitable participants.
Theoretical perspective: This thesis provides a modified theoretical framework of consumer barriers towards the adoption of circular business model innovations in fashion. Resulting from the data collection, nine themes have emerged. Based on this, the authors introduce technology fatigue and security concerns as additional barriers and contribute to literature on innovation resistance and sustainable fashion.
Empirical data: This thesis was designed as a case study, providing a thorough explanation of the three business models. Therefore, company interviews have been conducted to develop an understanding of each business model and consumer perceptions have been explored in focus group discussions.
Conclusion: This thesis contributes to theory on innovation resistance by discussing previous frameworks in a new context and proposing an adaptation with regards to the case of circular business model innovations aimed at slowing the fashion loop. Overall, new and disruptive ideas were positively perceived, showing the potential to fulfil consumer desires on the premise
of circularity. However, issues such as the lack of trust in the provider, self-image incongruence and technology fatigue were serious concerns. Engagement, convenience and transparency were indicated as key in overcoming such barriers. Sustainability, was not found to be a primary determinant of acceptance.}},
author = {{Ickstadt, Jannika and Dippert, Patricia Anna}},
language = {{eng}},
note = {{Student Paper}},
title = {{Rethinking Fashion. From Linear Models to Circular Solutions through Disruptive Business Model Innovations}},
year = {{2019}},
}