Abstract
This case study explores the tragic impact of fast fashion on the environment, the economy, and labor practices. It sheds light on the significant issues of waste generation, environmental pollution, and the exploitation of garment workers, underscoring the critical need for sustainable alternatives. Within this context, Nearly New Cashmere, a UK-based enterprise founded by Alison Orr, emerges as a beacon of sustainability. The company’s ethos revolves around rescuing, repairing, and reselling 100%-cashmere items, showcasing a profound dedication to both environmental responsibility and product quality. In addition to examining Nearly New Cashmere’s operational model, the study discusses its pricing strategies and promotional efforts, and the major challenges encountered by secondhand clothing businesses at large. Furthermore, it elucidates the proactive measures undertaken by Nearly New Cashmere to address these challenges head-on. Despite the obstacles encountered along the way, the founder maintains an optimistic outlook regarding the future of sustainable fashion. Thus, the case study highlights the negative environmental, social, and economic impacts of the fast fashion industry and presents Nearly New Cashmere as a sustainable alternative. It demonstrates how Alison Orr’s business model of saving cashmere garments contributes to a more sustainable fashion industry, while also discussing the challenges the company faces. This example can inspire other companies to adopt similar practices. The study ends by underscoring the growing acceptance of secondhand clothing, particularly among younger demographics, as a promising sign for the industry’s trajectory.
Original language | English |
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Title of host publication | SAGE Business Cases Originals |
Publisher | Sage publications |
ISBN (Electronic) | 9781071975800 |
DOIs | |
Publication status | Published - 14 Jan 2025 |
MoE publication type | A3 Part of a book or another research book |
Keywords
- Fast Fashion
- Environmental Impact
- Sustainable Fashion
- Secondhand Clothing
- Waste Generation
- Labor Exploitation
- Pricing Strategies
- Promotional Efforts
- Garment Workers
- Fashion Sustainability
- Ethical Fashion
- Business Challenges
- Social Responsibility