How did it all start?
A new era for fashion - Successful business models
The Reformation of Rebuild & Renew
Apart from the convenience, they marketed the brand as fashion-forward and trustworthy setting themselves apart from other online platforms such as e-bay.
Slow Fashion: Longevity, Luxury & Quality
Rentals & the Subscription Model
Finally, some of the most innovative and experimental business models in fashion come from the rental idea, which is an unusual triumph. In the past consumers were not ready for renting garments.
What has ultimately appeared as a classical case study in sustainability courses is the founding of MUD Jeans, which proved that the subscription model could work even in the fashion industry, and for something as common as a good old pair of organic cotton jeans! The consumers pay a monthly fee to lease a pair of jeans for 12 months and can decide to keep it for good, swap it for a new pair or recycle them after 12 months.
Closing Notes: Creativity and Innovation
Fashion used to be mainly about the trend, the design. Some would argue that the quality was important, too. But for the mainstream consumer and for a good couple of decades, it was far from being about the craftmanship or quality.
Consumer expectations and mindsets are now shifting, with better acceptance to the sharing economy and circularity. They are no longer looking for quick and cheap. Longevity is becoming a higher priority when it comes to economical benefits of the items they buy and consume.
What we are finding now is that even for fashion brands, retailers, the innovation in the business model could be their winning factor.