| Summary: | This study aims to understand how the
development of sustainable products in
Brazilian fashion retail businesses creates
value for the companies themselves, society
and the environment. A qualitative approach to
multiple case study method investigates
practices and processes at four companies
from Rio de Janeiro State. The study collected
primary information from direct observation
and interviews with the firms’ directors, and
secondary data from industry reports and
other documents. Three overall dimensions of
the study - environmental management, value
creation and product development in fast
fashion companies - encoded into seven
categories, when considered in data crosssynthesis,
elucidate the following conclusions:
(1) the firms do not have economic, ethical and
legal fields integrated view; (2) the companies
do not believe that the fashion consumer
market values environmental practices and
thus not motivated to invest in practices and
products; (3) a fragmented supply chain makes
it difficult to control activities and appears as
a major constraint to the development of
sustainable products; (4) access to information
on best environmental practices and tax
incentives are important inductors’
mechanisms to leverage the development of
sustainable products in the Brazilian fashion
retail; (5) the development of strategic
capabilities in pollution prevention area,
management products and clean technology
create value for the production chain.
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