SAARIKA AS A SUSTAINABLE BRAND
DOI:10.5937/etp243-2104G
Keywords:
circular economy, fashion industry, sustainable business modelAbstract
The circular economy (CE) is an alternative paradigm
to the current “take-make-dispose” linear economy paradigm.
Research shows that there are many examples of CE as a possible
way to achieve decoupling in large companies in different
industries. However, solutions from smaller companies that are
closer to consumer needs, have been less studied. The fashion
industry is one of the most important value-creating industries
with a long supply chain, and one of the industries with the most
significant environmental and social problems in the world. As
part of a comprehensive research project on circular solutions in
the fashion industry, our research explores how sustainability is
reflected in the circular business model of a small fashion
company. The research methodology is a qualitative case study
method. The main findings from the study of Saarika, a company that sells flat skirts made from used Indian saris, are that its
recycled solution is environmentally friendly. On the other hand,
it has a social value by providing jobs for Indian dressmakers and
has built a consumer community around the brand, where
sustainability is discussed alongside other themes, including
femininity, reinforced by the use of materials and colours that are
different from European culture.
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