Resale Revolution. Adapting to Sustainability Challenges in the Fashion Industry

Abstract

The fashion industry, historically a primary channel for individual expression and cultural reflection, has evolved into a sprawling global enterprise worth over $1.7 trillion and employing millions worldwide. However, the industry's rapid growth has come at a significant cost to the environment, society, and economy. The rise of fast fashion has led to excessive resource consumption, pollution, and exploitation of labor. In response, there is a growing recognition of the need for more sustainable practices within the industry. This study investigates the management of resale platforms by selected Swedish fashion brands, examining their alignment with circular fashion principles, their drivers, as well as implications for sustainability. Through a qualitative analysis of Houdini, Djerf Avenue, Filippa K, NA-KD, Polarn O. Pyret, and Lindex, the study identifies diverse approaches to resale, ranging from robust integration into core operations to more trend-driven initiatives. While some brands demonstrate strong commitments to sustainability, transparency, and accountability in their resale practices, others face challenges related to greenwashing and transparency. Despite varying degrees of engagement, all brands aim to extend product lifespans, reduce waste, and cater to evolving consumer preferences. These findings underscore the importance of authenticity, transparency, and verifiable sustainability metrics in mitigating greenwashing risks and advancing circular fashion goals.