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Introduction

Today's fashion industry faces more challenges than ever before
Today's sustainable fashion brands operate within a fiercely competitive and global industry. This industry is notorious for its reputation when it comes to its negative social and environmental impact. Logically, brands that operate within this industry are facing increasing social and political pressure for change towards more sustainable practices.
The Challenge
As a consequence, brands are forced to actively explore and implement strategies that make their operations and their products more sustainable. While it is not easy, there are promising strategies that brands can apply to their business such as the Circular Economy.
Implementing circular practices within a fashion brand is challenging on its own. It asks brands to rethink their products, their business models, and the systems that support them. Additionally, it asks for new forms of collaboration between them and their value chain partners.
Arguably, the customer is the most important value chain partner here. The success of implementing circular strategies therefore largely depends on how well a brand is able to explain and communicate its circular strategy to its customers.
The Opportunity
Whether a brand will be successful in tomorrow's market will largely depend on the degree to which a brand is able to build, maintain and nourish a meaningful relationship with its customers.
The Circular Economy offers a promising strategy to contribute to this relationship. However, implementing circular strategies without finding ways to actively engage with your customers will leave a lot of this potential untapped. That's why we've built Circulaid: a connected products platform that helps brands to prepare their products for the Circular Economy.