Beyond Purchase: Aftercare Services as a Driver of Sustainable Fashion Retail

As the fashion industry moves toward a circular economy, retail is evolving beyond a simple point of sale to become a hub for sustainability and long-term prod- uct care. This study explores how aftercare services, including repair, maintenance, and second-life initiatives, help brands shift from one-time transactions to service- driven customer relationships. By analyzing a diverse range of fashion brands, the research identifies six different aftercare models, each offering varying levels of dig- itization, channel integration, service coverage, process transparency, brand con- trol, and customer autonomy. The findings highlight that aftercare is more than just a post-purchase service—it is a key strategy for circularity, strengthening consumer engagement and brand sustainability commitments.