Journal article

Building and sustaining an anti-slavery business model: a tale of two fashion brands

Kanika Meshram, Vikram Bhakoo, Liliana L Bove

JOURNAL OF STRATEGIC MARKETING | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | Published : 2021

Abstract

Eliminating modern slavery and ensuring gender equality are prominent themes in the UN sustainability development agenda. However, there is a paucity of empirical studies that link the two, which is a key limitation of the field. This study examines how eco-feminist dynamic capabilities of two denim brands, Outland Denim and Nobody Denim contribute to the brands’ success and facilitate resilience during shocks such as the COVID-19 pandemic. These dynamic capabilities are operationalized differently by the two organizations, providing an interesting point of comparison. Nobody Denim focuses on employing migrant and refugee women and a ‘Made in Australia’ business model, while Outland Denim fo..

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