Slowing resource loops in the circular economy

An experimentation approach in fashion retail

Conference paper (2019)

Authors

N.M.P. Bocken Responsible Marketing and Consumer Behavior , Lund University, University of Cambridge
Karen Miller University of Cambridge
Ilka Weissbrod Imperial College London
Maria Holgado University of Cambridge
Steve Evans University of Cambridge
Research Group
Responsible Marketing and Consumer Behavior
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Published Date

2019

Language

English

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Research Group

Responsible Marketing and Consumer Behavior

Abstract

The Circular Economy is viewed as an important driver for resolving resource issues and tackling sustainability issues more broadly. The fashion industry operates in a largely linear way and suffers from various environmental, societal and economic challenges. In a Circular Economy, first and foremost, products need to be retained at the highest level, thus slowing resource loops. Slowing resource loops goes against current fast fashion trends and therefore appears the most difficult approach to pursue. This paper investigates how a large established retailer aims to slow resource loops as part of a broader project targeted to significantly reduce textile waste to landfill. The retailer collaborated with a university partner to pursue circular business model experiments. This paper reports on the approach for a slowing resource loops experiment around building sewing capabilities. Suggestions for future research and practice on circular business model experimentation are included.