推广循环商业模式:二手时装零售的战略路径

IF 3.2 4区 管理学 Q2 BUSINESS Journal of Fashion Marketing and Management Pub Date : 2024-09-05 DOI:10.1108/jfmm-10-2023-0260
Emelie Hultberg
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引用次数: 0

摘要

本研究的目的是探索二手时装的规模化过程,以及不同的战略路径是如何随着时间的推移而发展的。其理论基础是从文献中归纳出的两种不同的扩展逻辑:一个包括组织增长战略(广度扩展)的过程,以及一个影响正式和非正式机构变化(深度扩展)的过程。研究结果研究结果表明,循环型商业模式(CBM)可以利用多种战略,既促进组织发展,又影响时尚行业的实践和习惯。研究发现,基于广度扩展逻辑的战略是参与深度扩展战略的先决条件,因为它们有助于获得必要的资源和信心,而深度扩展则通过改变规模条件来确保未来的扩展机会。基于过程的方法与两种扩展逻辑相结合,使人们对建立信任措施如何从利基走向主流,从而影响向循环经济(CE)的过渡有了新的认识。
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Scaling circular business models: strategic paths of second-hand fashion retail

Purpose

The purpose of this study is to explore the process of scaling second-hand fashion and how different strategic paths develop over time. This is theoretically grounded in two distinct scaling logics synthesised from the literature: a process that includes strategies for organisational growth (breadth-scaling) and a process that influences change in formal and informal institutions (depth-scaling).

Design/methodology/approach

The paper presents a process-based study based on the growth of a second-hand fashion retail organisation over 20 years. Qualitative materials such as interviews, observations and documents were collected and analysed.

Findings

The findings illustrate how a circular business model (CBM) can make use of a mix of strategies aiming for both organisational growth and impacting practices and habits within the fashion industry. Strategies building on breadth-scaling logic are found to be a prerequisite for engaging with depth-scaling strategies since they contribute to necessary resources and confidence, while depth-scaling secures future scaling opportunities by changing the conditions for scale.

Originality/value

The study contributes to the relatively scant literature on the process of scaling CBMs by exploring how different strategic paths unfold over time. The process-based approach, in combination with the two scaling logics, gives new insights into how CBMs go from niche to mainstream and thus influence the transition to a circular economy (CE).

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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
期刊介绍: ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.
期刊最新文献
When and how it is good for fashion to look typical: visual prototypicality affecting product valuation and brand preference Café or art exhibition? Which experience is more effective in luxury fashion flagships? Retail therapy? The role of positive body image in women’s clothing experiences and preferences for in-store shopping environments Scaling circular business models: strategic paths of second-hand fashion retail Fast fashion consumption as a female competition strategy: implications for sustainable consumption
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