Fashion Digital Transformation: Innovating Business Models toward Circular Economy and Sustainability

The fashion industry is at a stage of profound transformation of its operating paradigm. Because of their stakeholders’ pressure, companies have begun to pursue strategic solutions that include sustainability as a guiding principle. Such strategies push for effective organizational solutions and production models that take into consideration the conservation of the planet’s resources, respect for people, and the sustainability of their profits. In this context, the fashion industry is now recognizing the circular economy (CE) as the primary BM to address sustainability-related industry issues. The authors have adopted a specific technological-driven perspective that attempts to analyze today’s context and map digitally driven practices in European fashion companies. These practices are emerging to support fashion organizations so that they can focus their sustainability agendas and better implement circular BMs. This perspective is consistent with the current fashion context, where digital transformation is recognized as an asset that could transform the industry into a more sustainable business. This proposed objective is realized through an iterative process of modeling data. The BMIs identified here are grouped according to Bocken’s eight archetypes: maximize material and energy efficiency; create value from ‘waste’; substitute with renewables and natural processes; deliver functionality rather than ownership; adopt a stewardship role; encourage sufficiency; re-purpose the business for society/the environment and develop scale-up solutions. They guide the authors in modeling mechanisms and solutions that help build business innovations that work to ensure circularity. Analyzing the current best practices, this article introduces a taxonomy that highlights current approaches that lead to incremental changes toward CE through digital solutions.