It is often said that transitioning towards a circular economy requires a number of changes in the way businesses operate. For example, the linear supply chain will need to be re-organised into a circular ecosystem, which decouples growth from the use of virgin raw materials and resources.
What do these changes mean in terms of communications and marketing? The
Relooping Fashion initiative created and piloted a closed-loop model for textiles with seven business partners. As part of the project, the following research questions were explored: 1) What are the consumers’ views on circular fashion? 2) How should the remanufacturing process be communicated to encourage consumers to choose circular fashion?
Read Developing a Circular Narrative: The Case of Relooping Fashion by at Sustainable Brands.