Circular fashion and consumer participation: the role of digital platforms in co-creating sustainable value

ABSTRACT: The fashion industry has quickly changed in the past few years and has shifted its focus toward sustainability which in turn has changed consumers' way of thinking regarding fashion. Among the different new paradigms in this area, circular fashion is the one that is most likely to gain ground in the long run as it is based on cutting down waste and on the upcycling of clothes through new consumption and production models. The purpose of this thesis is to analyze how digital platforms can be the main drivers in promoting and encouraging people to take part in the process of creating value through their actions implementing circular economy initiatives in the fashion industry. The thesis will investigate how luxury (Yves Saint Laurent, Gucci) and fast fashion brands (Inditex, H&M) are interpreting and implementing circularity in fashion, and the role that the digital dimension, especially resale and exchange platforms such as Vinted plays in changing the brand-consumer relationship and pursuing circular economy goals. The research built on a comparative analysis of the business models and circular economy initiatives of various brands (Yves Saint Laurent, Gucci, Inditex, H&M). Tp support and integrate this analysis, surveys has been conducted to collect the point of consumers relating to circular fashion practices. More specifically, the survey examines the manner in which users perform the roles of co-creators of sustainable value through their participation in activities such as buying, reselling, or exchanging garments on digital platforms, joining brand initiatives, and sharing responsible practices. In the end, we will recognize the methods of digitalization and consumer participation that double track in creating value and thus help in both the sustainable development of the industry and the switch to circular fashion models.