Abstract
The transition toward a more circular economy is closely linked to the extent to which fashion brands incorporate sustainability principles into their retail communication, and operational practices. This paper explores circularity strategies within the fashion industry through a comparative case study analysis and data were collected through a systematic desktop review of publicly available sources. The analytical framework is structured around three key themes (Advocacy, Actions, and Transparency) through which brands engage consumers, implement circular operations, and communicate measurable impact specifically within the distribution and consumption phase. Additionally, the study discusses the role of Design as an enabler of circularity, influencing material choices, product longevity, and systems for reuse and recycling. Findings indicate that while advocacy and collaboration are widespread, transparency and measurable reporting remain limited. Overall, the analysis reflects a sector that is developing its retailing and engagement practices while exhibiting variability in metric standardization and disclosure.
Keywords
Circular Economy; Sustainable Fashion; Circular Strategies; Design for Sustainability.
DOI
https://doi.org/10.21606/drs.2026.2431
Citation
Fabro Cardoso, G., and Spagnoli, A. (2026) Exploring circular economy strategies in the fashion industry: a comparative case study analysis, in Simeone, L., Gray, C. M., Verhoeven, A., de Götzen, A., Bakırlıoğlu, Y., Zohar, H., Stead, M., and Buwert, P. (eds.), DRS2026: Edinburgh, 8–12 June, Edinburgh, United Kingdom. https://doi.org/10.21606/drs.2026.2431
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Included in
Exploring circular economy strategies in the fashion industry: a comparative case study analysis
The transition toward a more circular economy is closely linked to the extent to which fashion brands incorporate sustainability principles into their retail communication, and operational practices. This paper explores circularity strategies within the fashion industry through a comparative case study analysis and data were collected through a systematic desktop review of publicly available sources. The analytical framework is structured around three key themes (Advocacy, Actions, and Transparency) through which brands engage consumers, implement circular operations, and communicate measurable impact specifically within the distribution and consumption phase. Additionally, the study discusses the role of Design as an enabler of circularity, influencing material choices, product longevity, and systems for reuse and recycling. Findings indicate that while advocacy and collaboration are widespread, transparency and measurable reporting remain limited. Overall, the analysis reflects a sector that is developing its retailing and engagement practices while exhibiting variability in metric standardization and disclosure.