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How can Scandinavian contemporary fashion (SCF) brands nurture their growth & hype sustainably in the future?
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This study explored the Business Models (BM) of Scandinavian Contemporary Fashion (SCF) brands, using an analysis grid based on the BM Canvas. It confirmed how SCF brands place sustainability at the core of their Value Propositions (VP). Designs are produced in-house and manufactured by external suppliers, mainly selected by their sustainability and circularity (reuse and recycling) production methods, certifications and animal welfare policies. Most SCF brands developed their own restricted chemical substances list, fiber indices and garment care instructions, to better guide suppliers and customers towards their VP. SCF brands engaged in partnerships on sustainability and charity (to strengthen their green and inclusivity credentials), culture (to deliver unique lifestyle offerings) and public relations (to develop integrated online/offline marketing campaigns towards Millennials and Generation-Z consumers). SCF brands also benefit from intellectual protection and great international coverage, but could enhance their value chain traceability and circularity (repair and reduce) initiatives, customer relationships and recruitment processes, to preserve their overwhelming success sustainably in the future.
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Scandinavian Contemporary Fashion Business model Sustainability Circularity Inclusivity Lifestyle Blue ocean strategy Competitive advantage