All you have to do is ask: Innovation and value creation in the post-consumer apparel industry

Sammanfattning: This study aims to explore the development of a self-motivated (e.g. not policy or regulation initiated) closed-loop, clothing take-back program within a large sized enterprise in the fashion/apparel industry. From the perspective of a single case study – that of the Eileen Fisher Renew program – this thesis aims to explore, outline and describe EF Renew’s business model. The ultimate goal is to discover how it is creating value both inside and outside of the company, and detail the insights from key stakeholders for other industry actors to learn from. Data collection is conducted with 10 semi-structured interviews with key stakeholders from both within and outside of the company. In order to investigate this program from a holistic perspective, data is analysed in a two-tiered approach – from the perspective of Osterwalder’s Business Model Canvas, and with a mapping of Eileen Fisher Renew’s reverse supply chain. Eileen Fisher Renew has developed a vertically integrated clothing take back program that is successfully circulating garments at their highest quality for as long as possible with the development of multiple product lines. Findings show that, in accordance with much of the previous research, the development of this program has resulted in the acquisition of new customers, increased customer loyalty and engagement, and the generation of economic, environmental, social, customer, and informational value. Certain company characteristics were also identified that are likely enabling the program to become as holistic and comprehensive as it is. These characteristics are: being a values driven company; privately held and 40% company owned; primarily operating in a single market; a committed learning organisation; and the creation of timeless and trendless designs that are crafted out of high-quality materials.