BETTER WORLD FASHION: CIRCULAR ECONOMY AND COMPETITIVE ADVANTAGE

Reimer Ivang, Mohammad Bakhtiar Rana*

*Corresponding author

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review

Abstract

In 2015, in Aalborg, Denmark, the two co-founders of Better World Fashion formed their company as a social enterprise, aiming to highlight all that was wrong with the fashion industry and offer a cleaner and more ethical solution. The business was designed to focus not only on profit but also on minimizing the environmental impact of the supply chain. The founders chose to specialize in garments made from re-purposed leather, as leather had a long lifespan, and could be reused repeatedly without its qualities diminishing. Leather was also the most resource-consuming garment material to produce, and therefore was both the most environmentally damaging material and the material that was most in need of recycling. The company’s business model aimed to gain a competitive advantage through its image as a sustainable brand and its premium-quality products, which incorporated an emotional connection through the use of unique serial numbers and storytelling. However, in 2018, the co-founders wondered whether the company should continue as it had been originally positioned or whether it should change its strategies for growth and competitive advantage in international marketing.
Original languageEnglish
Title of host publicationIVEY Teaching Case
Number of pages14
Place of PublicationWestern University, Canada
PublisherIvey Publishing
Publication date29 May 2019
Pages1-14
Article number9B19A021
Publication statusPublished - 29 May 2019

Fingerprint

Circular economy
Competitive advantage
Leather
Business model
Resources
Social enterprise
International marketing
Emotion
Supply chain
Denmark
Product quality
Profit
Premium
Serials
Life span
Storytelling
Fashion industry
Environmental impact

Keywords

  • circular economy, competitive advantage, Apparel

Cite this

Ivang, R., & Rana, M. B. (2019). BETTER WORLD FASHION: CIRCULAR ECONOMY AND COMPETITIVE ADVANTAGE. In IVEY Teaching Case (pp. 1-14). [9B19A021] Western University, Canada: Ivey Publishing.
Ivang, Reimer ; Rana, Mohammad Bakhtiar. / BETTER WORLD FASHION: CIRCULAR ECONOMY AND COMPETITIVE ADVANTAGE. IVEY Teaching Case . Western University, Canada : Ivey Publishing, 2019. pp. 1-14
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Ivang, R & Rana, MB 2019, BETTER WORLD FASHION: CIRCULAR ECONOMY AND COMPETITIVE ADVANTAGE. in IVEY Teaching Case ., 9B19A021, Ivey Publishing, Western University, Canada, pp. 1-14.

BETTER WORLD FASHION: CIRCULAR ECONOMY AND COMPETITIVE ADVANTAGE. / Ivang, Reimer; Rana, Mohammad Bakhtiar.

IVEY Teaching Case . Western University, Canada : Ivey Publishing, 2019. p. 1-14 9B19A021.

Research output: Contribution to book/anthology/report/conference proceedingBook chapterResearchpeer-review

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Ivang R, Rana MB. BETTER WORLD FASHION: CIRCULAR ECONOMY AND COMPETITIVE ADVANTAGE. In IVEY Teaching Case . Western University, Canada: Ivey Publishing. 2019. p. 1-14. 9B19A021