The Emergence of New Business Models to Foster Sustainability: Applying Technology to Revise the Fashion Industry

  • Nina BürklinEmail author
  • Kathrin Risom


New service offerings, moving away from individual ownership towards access-based consumption, are rapidly evolving, addressing changing customer needs of sustainability concerns. Thereby, advancements of digital technologies enable new business models to evolve allowing for innovative forms of resource allocation. This chapter investigates the role of innovative businesses on sustainable development including two case studies.

A thorough literature review on current trends in digital technology and consumption modes is presented. Specifically, different concepts of access-based services and collaborative consumption are discussed. Furthermore, this research is complemented by two case studies from the fashion industry, namely the companies “MUD Jeans” and “Filippa K”, to illustrate theoretical considerations of short-term rental and long-term leasing in a practical context.

Overall, it becomes clear that pioneering businesses in the fashion industry allow for new forms of value creation, including a variety of stakeholders. The two exemplary cases show that future-oriented companies can not only enhance customer value but also profit economically while reducing their negative environmental impact. Thus, our research corresponds to the shift from classical goods-dominant logic towards service-dominant logic, considering the change in assumptions made about value creation.


Sustainability Service-dominant logic Access-based consumption Fashion industry Service innovation Case study 


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Copyright information

© The Author(s) 2020

Authors and Affiliations

  1. 1.Institute for Marketing, Ludwig-Maximilian-University MunichMunichGermany

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