From threats to growth: How recommence shapes the new economy and reduces the fashion industry’s carbon footprint

As one of the most significant sources of environmental pollution, the fashion industry requires a transition from the linear production model to sustainable business approaches, among which recommencement is a key strategy for reducing climate impact. The aim of the article was a comprehensive analysis of recommerce as a key factor in the transformation of the fashion industry. The study theoretically substantiated and empirically examined how this business model contributed to the transition from a linear to a circular economy. Particular attention was paid to studying the economic benefits for brands, reducing the climate footprint, and changing consumer behaviour in the context of sustainable development. The main mechanisms by which recommerce helped achieve this goal were described, including extending the life cycle of clothing, reducing the need to produce new goods, decreasing the volume of waste, and saving resources (water, energy, raw materials). Various formats of recommerce were considered – from second- hand shops to online resale platforms, clothing rental, and brand buyback programs. Special attention was paid to the challenges and opportunities facing the development of recommerce, such as logistical difficulties, issues of quality and hygiene of used goods, and the need to change consumer habits. The advantages of recommerce were substantiated not only for the environment, but also for consumers (affordability, uniqueness, cost savings) and business (new sources of income, strengthening reputation, attracting eco-conscious customers). It was emphasised that to achieve maximum effect, a comprehensive strategy is needed, combining recommerce innovations with a rethinking of clothing design (emphasising durability and the possibility of resale). It was demonstrated that introducing recommerce as a priority model in the fashion industry was not just a trend but an urgent necessity for forming a more sustainable future and significantly reducing the climate footprint