Building and sustaining an anti-slavery business model: a tale of two fashion brands

Abstract

ABSTRACT Eliminating modern slavery and ensuring gender equality are prominent themes in the UN sustainability development agenda. However, there is a paucity of empirical studies that link the two, which is a key limitation of the field. This study examines how eco-feminist dynamic capabilities of two denim brands, Outland Denim and Nobody Denim contribute to the brands’ success and facilitate resilience during shocks such as the COVID-19 pandemic. These dynamic capabilities are operationalized differently by the two organizations, providing an interesting point of comparison. Nobody Denim focuses on employing migrant and refugee women and a ‘Made in Australia’ business model, while Outland Denim focuses on employing abused women and adopts an advocacy business model, making consumers aware about modern slavery and sustainability issues in the ready-made garment industry. Our findings demonstrate that eco-feminist dynamic capabilities can facilitate a competitive advantage in the form of responsiveness, premium prices, brand leadership, strong customer loyalty, and resilience to shocks such as COVID-19.