THREADS OF CHANGE: COMPARING COMPETITIVE STRATEGIES BY ECOALF VS. SCALPERS
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2024-02-26
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Universidad Rey Juan Carlos
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In light of the increasing environmental concern in today's society, this study explores the
potential correlation between sustainability and competitive advantage within the fashion
industry. In a landscape dominated by fast fashion, experts like Livia Firth emphasize the
urgency of addressing these environmental issues as the main action to ensuring long-term
business success. As this paper will illustrate, fashion has historically been a key instrument to
represent societies and to reflect traditions, cultures, progress and socioeconomic trends.
However, the evolution towards the fast fashion model embedded in our society, has resulted
in severe environmental consequences, contributing to heightened pollution and ecological
damage. In response to this and, more importantly, to a growing societal commitment,
sustainability has recently emerged as both a beacon of hope and a new business opportunity
for fashion companies. This paper sheds light on this particular issue, centering on a
comparative study of two prominent Spanish brands, Ecoalf and Scalpers, to analyze how each
brands approaches sustainability and the potential impact of this strategy on their competitive
advantage.
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Trabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Antonio Montero Navarro
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