Circularity in Outdoor Textile Brands - Examining the Integration of Brand Identity, Management Actions, and Communication Strategies for Sustainability

Abstract: Purpose: The purpose of this research was to investigate how outdoor textile brands align their brand bdentity with their management actions and communication to become more circular. It was as a consequence explored how communication strategies of outdoor brands align with their management decision and how management actions push the transition of a brand towards more circularity. Methodology: This paper takes a qualitative approach. Seven online semi-structured interviews were conducted in order to collect primary data. Moreover, secondary data was collected through the analyses of websites and sustainability reports of the interviewed brands. Findings: The study, among all the findings, explore how outdoor textile brands reduce the environmental impact through conscious choices and embrace sustainability as a core principle. Outdoor brands focus circular economy practices with the concept of durability and extending the life of products. This study also explores why outdoor brand communicate less of what they are actually doing in regard of circular economy practices. Challenges and chances of CE practices are moreover explored. Theoretical contribution: This study contributes to research in the field of circular economy as well as brand identity and communication practices. It contributes with insights in regard of outdoor textile brands aligning their brand bdentity with their management actions and communication to become more circular. Practical contribution: This research contributes to support managers of outdoor textile brands, since they can use the findings for a better management of brand identity, communication, and circular practices. Overall the thesis provides an understanding of the transformation from a linear to a circular economy.