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MANAGEMENT OF SUSTAINABLE FASHION RETAIL BASED ON REUSE – A STRUGGLE WITH MULTIPLE LOGICS
University of Borås, Faculty of Textiles, Engineering and Business. (Sustainable marketing and consumption research group)ORCID iD: 0000-0002-0018-1185
University of Borås, Faculty of Textiles, Engineering and Business.ORCID iD: 0000-0001-9007-4932
University of Borås, Faculty of Textiles, Engineering and Business. (Textile Value chain Management)ORCID iD: 0000-0001-7193-5362
2019 (English)Conference paper, Poster (with or without abstract) (Refereed)
Sustainable development
According to the author(s), the content of this publication falls within the area of sustainable development.
Abstract [en]

Reuse is a strategy to render fashion retail sustainable and an example is the take-back schemes established by international retailers. Managerial aspects are important in a reuse system, but management issues have seldom been studied. Accordingly, empirical investigations of the management of reuse systems are needed. Hence, the purpose of this study is to show the complexity in the management of fashion-retail based on reuse by identifying and explaining obstacles in the process. This is achieved by an analyze of ReTuna, a shopping mall based on reuse, from the perspective of institutional logics. ReTuna opened in 2015 and consists of approximately fourteen stores. The shops at ReTuna sell reused products, but this unconventional sourcing of goods aside, ReTuna aims to be a traditional mall. Most shops are staffed by the owner(s) and in some cases an employee. Garments and textiles that are sold origins from donations that are collected by the mall. The case illustrates the complexity, as it failed in establishing reuse-based fashion retail, despite its success in achieving enough donations and creating publicity. The analysis shows that the goal of re-circulating fashion is hindered by actors not being able to equally integrate the divergent sustainability dimensions in the mall owner’s goals. The obstacles are a result of the actors prioritizing the logics differently at the same time as not being able to fulfill the demands of the logics due to a lack of knowledge, experience and skills, and coordination.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Management of fashion reuse, Sustainable fashion retail, Institutional logics, Circular fashion
National Category
Economics and Business
Research subject
Textiles and Fashion (General)
Identifiers
URN: urn:nbn:se:hb:diva-21866OAI: oai:DiVA.org:hb-21866DiVA, id: diva2:1362160
Conference
19th World Textile Conference - Autex 2019 - Textiles at the crossroads, June 11-15, 2019.
Available from: 2019-10-18 Created: 2019-10-18 Last updated: 2019-10-18Bibliographically approved

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Hedegård, LarsGustafsson, EvaParas, Manoj Kumar
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