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@article{203571,
        author = {Janhavi Rampalliwar and Mallika Dabhade Samant},
        title = {Analysing "circular quotient" of international fashion retail brands – A review of sustainable initiative},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {339-350},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=203571},
        abstract = {While fashion plays an Important role in daily life, the fast fashion consumption is causing environmental destruction and sustainability problems as well. Circular fashion, which is designed to reuse, recycle and upcycle garments alleviates this problem to a certain extent. The study analyses the extent young consumers are acknowledging and how fashion retail brands at international level have integrated circle into their strategy. It studies the factors that dictate their acceptance of sustainable fashion, at cost, reach and landscaping of information. Finally, the research aims to provide pragmatic knowledge to make sustainable fashion young, affordable and procyclical in India.
The research also delves into how social media and online platforms are shaping the perception of youth to circular fashion. It is a medium through which influencers, fashion bloggers and sustainability advocates disseminate awareness making social media a strong driver to shape shopping habits. The research helps us with the digital insights to show how retail brands, policymakers and educators can implement strategies that foster increased participation of youth in sustainable fashion.
The efficacy of circular efforts undertaken by Indian retail brands are also assessed cost-cum-trade-offs are key challenge; this in conjunction with references to global fashion legislations i.e., e.g. EU textile and sustainability policy would add a comparative perspective for understanding India’s in the global circular fashion movement.
Where In addition, references to global fashion regulations (the EU textile & sustainability policies), provide a comparative frame of reference or reference to assess India position in global movement for circular fashion.},
        keywords = {Fashion, circular fashion, sustainability, Strategies and Methodologies, Retail brands, Fair wages, EU textiles.},
        month = {June},
        }