Exploring circular economy strategies in the fashion industry: a comparative case study analysis

The transition toward a more circular economy is closely linked to the extent to which fashion brands incorporate sustainability principles into their retail communication, and operational practices. This paper explores circularity strategies within the fashion industry through a comparative case study analysis and data were collected through a systematic desktop review of publicly available sources. The analytical framework is structured around three key themes (Advocacy, Actions, and Transparency) through which brands engage consumers, implement circular operations, and communicate measurable impact specifically within the distribution and consumption phase. Additionally, the study discusses the role of Design as an enabler of circularity, influencing material choices, product longevity, and systems for reuse and recycling. Findings indicate that while advocacy and collaboration are widespread, transparency and measurable reporting remain limited. Overall, the analysis reflects a sector that is developing its retailing and engagement practices while exhibiting variability in metric standardization and disclosure.