What is it about?
Leading fashion firms claim to support sustainability, but a comprehensive approach involving sufficiency-oriented strategies is lacking. Our study highlights inconsistencies in communication across channels, even among born-sustainable firms, revealing a gap between sustainability claims and practices.
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Why is it important?
The article provides empirical evidence and practical recommendations for companies to genuinely integrate sufficiency into their business models. Thus, it contributes to guiding the fashion industry toward a more circular and sustainable future by addressing the conflict between economic growth and sustainability.
Perspectives
We hope the article will encourage companies to shift their business models toward self-sufficiency, which is key to reducing the industry's environmental and social impact.
Dr. Beatriz Garcia-Ortega
Universitat Politecnica de Valencia
Read the Original
This page is a summary of: Decoding business strategies toward sufficient consumption in the fashion industry, Journal of Fashion Marketing and Management An International Journal, April 2025, Emerald,
DOI: 10.1108/jfmm-04-2024-0132.
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