Integrated cascading solution to circular product business model scaling: insights from apparel industry

This paper explores scaling circular product business models in cascaded systems in apparel industry. Through an exploratory case study with a Swedish outdoor clothing brand operating several circular product business models: repair, rental, resale and subscription, for over 25 years, the paper illustrates three essential elements:(i) circular design thinking, (ii) digitally integrated product-service platform, and (iii) connected data management and product traceability, to integrate brand-led CPBMs into offering a cascading system of usage and flow in apparel industry. The key motive of such integrated operation is to increase the efficacy of circular product business models by optimizing the circular performance of the products in a systemic way. Inbuilt circular design is crucial to make the products last long along multiple cascading loops and have the required aesthetic durability. Digital platforms play a vital role in decoupling the product from the business model, thus connecting each product to a cascade. Finally, in order to maximise the potential of such digital platforms these should be supported by integrated data management. Future research avenues lie in exploring more crucial integrators, conducting in-depth analysis on the role of each integrator and in developing performance metrics for circular product business models in cascading systems.