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Sönnich Sönnichsen . Photo

Sönnich Sönnichsen

Postdoctoral fellow

Sönnich Sönnichsen . Photo

Corporate Fashion and Circular Economy – How to Manage Ethical Challenges in Marketing of B2B Textiles

Author

  • Sönnich Dahl Sönnichsen

Editor

  • Pervez N. Ghauri
  • Ulf Elg
  • Sara Melén Hånell

Summary, in English

This chapter highlights how implementing circular economy principles can help companies working with sustainability to move from a reductionist and waste management approach to marketing competitive circular value propositions that intentionally design out waste (e.g. emissions and pollution) by rethinking, reinventing and redesigning the value chain. Schijvens, a Dutch family-owned corporate fashion textile company, acts as a case for exemplifying successful implementation of circular economy principles as a marketing strategy in a sector that struggles with finding solutions to the ethical challenges of producing and marketing textile fashion. The textile industry has, for many years, been accused of production that is based on environmentally harmful processes and conditions that are not socially fair. Circular economy principles provide a range of suggestions to address the ethical challenges occurring from covering the human needs of having clothes to wear. Yet, implementing circular economy principles is not a panacea. It is not only a question of delivering a technological quick fix but also a question of managing the new processes and human mindset guiding the actions in the value chain. This chapter, therefore, outlines reasons for a different perspective on the traditional linear value chain and related implications managers face when undertaking a journey from sustainability based on a reductionist approach to a closed-loop approach. It is argued that implementing circular economy principles by pro-actively managing the value chain processes based on eco-centric dynamic capabilities can provide even more radical changes than the incremental reductionist approach often associated with being a green sustainable company.

Department/s

  • Marketing

Publishing year

2023-10-02

Language

English

Pages

33-57

Publication/Series

International Business and Management

Volume

37

Document type

Book chapter

Publisher

Emerald Group Publishing Limited

Topic

  • Business Administration

Keywords

  • Circular Economy
  • Corporate fashion
  • Ethical challenges
  • Marketing management
  • Sustainability
  • Circular value chain

Status

Published

ISBN/ISSN/Other

  • ISSN: 1876-066X
  • ISBN: 978-1-80455-249-0
  • ISBN: 978-1-80455-252-0