Fashion micro-entrepreneurs: strategies for achieving sustainability

Considering account the accelerated development of globally active fashion micro-enterprises, this study investigates the sustainability strategies integrated into, with the business model of these organizations, as well as the particular stages and processes involved in their adoption. These research objectives are addressed by realizing a literature review on the implementation of sustainable business models in micro-organizations, and collecting and analyzing primary data through semi-structured interviews conducted with 19 French fashion micro-entrepreneurs. The findings indicate that these micro-entrepreneurs are well aware of both the advantages and challenges of sustainable strategies. In addition, it essential to take into account the specificity of these organizations, characterized by small size, low market power, and a low level of resources, but having the competitive advantages of quick decision making, operational and strategic flexibility, and close relationships with their customers, often intermediated by online technologies and social media platforms. The respondents also indicate that implementing sustainable strategies is a gradual process, involving an evolutive business model. Finally, the managers emphasize the problem encountered with balancing the three pillars of sustainable development in the context of their organizations, and the amount of effort and resources required to select, obtain and maintain sustainability certifications.