Chapter 9: Services and sharing

The starting point for a good deal of innovation around sustainability is to try to dissociate business success from relentless expansion of material consumption, in an attempt to temper resource depletion, pollution generation and associated effects such as climate change. This of course seems a particularly Herculean task for the fashion sector, whose structure is shaped so profoundly by the expansionist model of economic growth where increasing sales of new items is the most important route to increasing profits and expanding market share.

For some years now, business concepts focused on services rather than products have been put forward as offering optimal potential for sustainability improvements. Their secret ...

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