Redesign and upcycling – a solution for the competitiveness of small and medium-sized enterprises in the clothing industry

Abstract

The paper aims to open a new field of research applicable to small and medium enterprises in the clothing industry, namely, the focus on new product design by increasing the efficiency of fabric use and recycling and a value chain perspective that concentrates on downstream in the chain. The main objective of this paper is to present how small and medium-sized enterprises (SMEs) in the clothing industry can achieve a competitive advantage by using a sustainable approach. This study provides useful solutions for understanding the product development processes for fashion to rethink, reuse or upcycle the waste in the production stage. We propose a better connection between different links of the value chain: design, production, marketing to create fashion items so when possible, this waste to be used to make new products and highlights the advantages of implementing this solution. Sustainable production can be a way of gaining a competitive advantage. This strategy can be successful by integrating the vertical value chain by strengthening the creative department, fashion design, and involvement in marketing and sales. In the clothing industry, the strategy of integrating design and retail can lead to a more flexible design process and, therefore, to an increased product performance.