Innovation for a Sustainable Fashion Industry: A Design Focused Approach Toward the Development of New Business Models

Abstract

This chapter proposes a normative sustainable business model composed of the elements in which a fashion brand would engage. These elements include product sustainability, sustainable supply-chain management, design practice, business innovation, and consumer engagement. The model adopts a systems thinking approach in identifying elements within the fashion system and their organization. Typically within the field of sustainable fashion, the effort has been on technological modifications within the supply chain. Although these efforts can significantly reduce environmental impacts, the outsourced manufacturers are in control, thus limiting the influence of a fashion brand. The emphasis in the model is on those elements within the direct control of the business, particularly design practice. The holistic approach looks at how the design practice can evolve to increase sustainability within the supply chain, the product, innovative business models, and consumer consumption. By shifting focus to the design process, products can be designed to influence consumer behaviour, induce sustainable consumption, and reduce impact from use. Looking beyond the supply chain to include consumer behaviour, the development of sustainability-driven business models can be fostered in support of sustainable production and consumption. This research contributes an analysis of how the design process can support the development of new and competitive business models for a sustainable fashion industry.