A SUSTAINABLE STRATEGY FRAMEWORK FOR INDEPENDENT FASHION DESIGNER BRANDS

Abstract

This study is to contribute to how independent designer fashion brands can promote sustainable design to support environmental sustainability and the circular economy and in doing so define sustainable strategies. The aim is to understand how design leaders and other team members of independent fashion designer brands understand the concept of sustainable fashion, how they recognize sustainable fashion ideals within circular economy practices, what opportunities and challenges they encounter and how they respond to them in the process. Through in-depth interviews with 15 experts working in independent fashion designer brands, this study will provide theoretical input into the field of independent fashion designer brands by revealing how independent fashion designers balance creativity, business and sustainability in small-scale operations. The study analyses independent fashion designers' perceptions of sustainability and proposes an actionable strategic framework to help small-scale brands position themselves in the sustainable economy.