THREADS OF CHANGE: COMPARING COMPETITIVE STRATEGIES BY ECOALF VS. SCALPERS

Abstract

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.