|DAVID & GOLIATH|
'And you know what, D&G - no not Dolce & Gabbana as you might think - need to work together. Only through collaboration they can really transform the industry'. This was the hypothesis I had a month ago, before I had spoken to Goliaths like C&A or H&M and to Davids such as Bibico and Veja. After reading academic literature (e.g. Wüstenhagen & Hockerts, 2009) on the interplay between small entrepreneurs and big companies, I wanted to explore in how far this happens in the ethical fashion movement. These are some of my findings that show a different picture from what has been published so far:
• Goliaths like C&A are likely to use their resources and know-how to clean up processes while not making big changes in the products they offer to consumers. This way, they can produce big quantities of sustainably produced clothing and reach the main stream market;
My conclusion is that at the moment, D&G's live on totally different planets while contributing to the same transformation. I wonder if they could be more efficient in driving this movement, when they assess where they could partner with complementary counterparts. And although I still feel like Thumbling in this big eco fashion world, fingers crossed that my new Veja sneakers can help me to take some strides in theorizing about it.
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