Title: How an external collection actor enables Lindex’s closed loop supply chain. Context: Customers demand of sustainable products has motivated companies to develop more sustainable business models. The implementation of closed loop supply chain is an effort to keep the value of resources for as long as possible, by reusing and recycling consumer waste. This study identifies what a reverse logistics flow of textile material looks like in a closed loop supply chain, and how companies can gain economies of scale in their reverse logistics. Purpose: The purpose of the study is to investigate how a collection actor handles collected textiles and thereby contributes to the enabling of Lindex’s closed loop supply chain. The identification of the process provides an example of how other organizations can approach the circular economy. The study will also explore various alternatives to achieve economies of scale in the reverse logistics. Questions at issue: 1. “How does an external collection actor, Myrorna, manage Lindex´s reverse logistics of textiles in a closed loop supply chain?” 2. “With what strategies can the external collection actor, Myrorna, achieve economies of scale?” Method: The study practices a qualitative hermeneutic orientation, with an inductive reasoning. It is a one case study where the empirical information was collected by qualitative semi-structured interviews. The sampling technique used to provide the data was purposive sampling. Process mapping through process flow chart was used to analyze the empirical information. The study reaches a certain amount of validity through the use of triangulation of facts. Other ways used to ensure the quality of the study was for example that the respondent reviewed the results to authenticate it. An aspect of criticism is that the study is a one case study and therefor has a lower grade of transferability. The authors have also taken research ethics into consideration. Results: The external collection actor, Myrorna, enables Lindex closed loop supply chain through the physical handling of the collected textiles. According to the head of collection at Myrorna (2020-05-12) the reverse logistics is currently well managed. The study finds supporting evidence for the case, however alternative means of achieving economies of scale are proposed. One proposition is to outsource the domestic transportation through a third party logistics company. Another is to include pickup of goods at Lindex stores to Myrornas iv current pickup routes or to use a third party logistics company. Myrorna already handles a lot of textiles in their sorting operation, and the authors therefore suggests that they will keep insourcing this part of the reverse logistics. As a final suggestion Myrorna should continue outsourcing the export of leftover textiles in order to achieve economies of scale. Keywords: Supply chain management, Sustainable fashion industry, Closed loop supply chain, Process flowchart, Reverse logistics, Textile collection, Economies of scale.

I media framställs Generation Z som en miljömedveten generation som kan tänkas ha Greta Thunberg som förebild eftersom hon blivit en symbol för miljönrörelsen. Trots att undersökningar visar att Generation Z intresserar sig mer för miljöfrågor och etiska frågor entydigare generationer så finns det forskning som hävdar att generationen är oengagerade, egoistiska och konsumistiska. Uppsatsens syfte är att studera individer i Generation Z:sattityder till hållbart mode och huruvida dessa attityder speglar deras intentioner till hållbarkonsumtion. Avsikten med studien är att få en ökad förståelse till hur ett eventuellt gap mellanattityd och agerande kan förklaras. För att få en djupare förståelse för hur individernas attityder formas samt hur den speglar deras agerande används Trekomponentsmodellen som teoretiskt perspektiv i studien. Det empiriska materialet har samlats in genom en kvalitativmetod i form av tre fokusgrupper där svenska individer i Generation Z deltog. De teman som uppkom under kodningen har kopplats ihop med Trekomponentsmodellen som består av komponenterna uppfattning, känsla och beteende. Resultatet i vår studie tyder på att den viktigaste komponenten till den tvetydigheten som finns hos individerna i Generation Z verkar vara sociala medier. Empirin tyder på en kunskapsbrist, egoism, lathet och bristande engagemang är orsakerna till hur respondenternas agerar. Intervjupersonerna anser att det inte är dem som bär ansvaret för miljön och de hävdaratt miljökrisen ännu inte drabbat dem. Analysen visar även att när de väl konsumerar hållbart är intentionen aldrig att handla hållbart och att mycket av deras attityder till hållbart modeformas utifrån sociala medier. Slutsatsen kan därför dras att sociala medier är den största orsaken till deras attityder och beteende eftersom det visar sig att sociala medier även påverkar det som ligger till grund för deras attityder. Attityderna till respondenterna i denna studie skiljer sig från det Greta står för vilket kan tänkas bero på att hennes attityder speglar hennes agerande. Hennes hållbara attityder och agerande påverkas inte på samma sätt utifrån vad som sägs på sociala medier utan hon använder sociala medier för att nå ut med sinaåsikter. Då denna studie endast är gjord på individer i Generation Z kan resultatet inte generaliseras för en hel generation precis som Greta inte kan tala för en hel generation. Eftersom denna studie endast riktat in sig på tjejer i Generation Z skulle ett förslag till vidareforskning skulle vara att utföra samma studie fast på killar för att undersöka om resultaten skiljer sig. / In media, Generation Z is portrayed as environmentally conscious and that it could conceivably have Greta Thunberg as its role model since she has become a symbol for the environment. Although studies show that Generation Z has more interest in environmental and ethical issues than previous generations, there is also research that claims that the generation is unengaged, egoistic and consumeristic. The thesis purpose is therefore to study individuals in Generation Z’s attitudes towards sustainable fashion and whether these attitudes reflect their intentions towards sustainable consumption. The purpose of the study is to gain a greater understanding of how a possible gap between attitude and behavior can be explained. In order to gain a deeper understanding of how individuals' attitudes are shaped and how they reflect their actions, the three-component model is used as a theoretical perspective in this study. In this study, a qualitative method have been used where the empirical data was collected through three focus groups where swedish indiviuals in Generation Z participated. The themes that occurs during coding are then linked to the three-component model, which consists of perception, feelings and behaviour. The result of our study indicates that the most important component to this ambiguousness that exists among the individuals in Generation Z appears to be social media. The empirical data indicates that knowledge-deficiency, selfishness, indolence and lack of commitment are the reasons for the respondent’s actions. The respondents believe that it is not those who are responsible for the environment and they claim that the environmental crisis has not yet affected them. The result also shows that once they consume sustainably, the intention is never to act sustainably and that much of their attitudes towards sustainable fashion are shaped from social media. It can therefore be concluded that social media is the main cause of their attitudes and behaviour, as it turns out that social media also affects what underlies their attitudes. Unlike the respondents in this study, Greta Thunberg's attitudes and actions differ from those of the respondents since her attitudes reflect her actions. Her sustainable attitudes and actions cannot be changed based on what is being said on social media, instead she uses social media to reach out and get her voice heard. Since this study only focus on individuals in Generation Z, the result cannot be generalized for an entire generation just as Greta cannot speak for her entire generation. Since this study only focused on girls in Generation Z, one suggestion for further research could be to perform the same study on boys to see if the results differ.

A la fecha, la contaminación medioambiental ha repercutido negativamente en la sociedad y en el planeta. Debido a esto, en la industria textil surgió el concepto de moda sostenible y el interés por su aplicación con el fin de contrarrestar la contaminación al utilizar materiales de origen natural e incorporar prácticas laborales de comercio justo. Este contexto motivó el interés por el conocimiento de marcas de moda sostenible a nivel mundial, cuyas prácticas de sostenibilidad ofrecen un vínculo amigable con el medioambiente. Actualmente, en el Perú existen diversas marcas de moda que responden a esta línea, como Evea EcoFashion, empresa social de moda sostenible que ofrece calzado atemporal para hombres y mujeres a partir del uso del látex proveniente del árbol de Shiringa. Por consiguiente, la presente investigación tiene como objetivo conocer de qué manera Evea EcoFashion desarrolla la moda sostenible a través de su producción de calzado, desde el año 2015 hasta la actualidad. La investigación parte de un enfoque cualitativo y por ello se eligió el estudio de caso. Se empleará como técnica de recolección de información la entrevista semiestructurada a profundidad mediante la guía de entrevista, y se analizará mediante el análisis de discurso. Asimismo, se usará la técnica de observación y revisión documentaria, revisión de literatura y fundamentación teórica mediante una guía de observación. / To date, environmental pollution has had a negative impact on society and the planet. Due to this, the concept of sustainable fashion emerged in the textile industry and the interest in its application in order to counteract pollution by using materials of natural origin and incorporating fair trade labor practices. This context motivated attention to the presence of sustainable fashion brands worldwide, whose sustainability practices offer a friendly link with the environment. Currently, in Peru there are various fashion brands that respond to this line, such as Evea EcoFashion, a social sustainable fashion social enterprise that offers timeless footwear for men and women based on the use of latex from the Shiringa tree. Therefore, the present research has the objective to get to know how Evea EcoFashion develops sustainable fashion through its footwear production, from 2015 to the present. The research starts from a qualitative approach and therefore the case study was chosen. The in-depth semi-structured interview using the interview guide will be used as an information gathering technique, and it will be analyzed using discourse analysis; Likewise, the technique of observation and documentary review, and literature review and theoretical foundation, will be used through the observation guide. / Trabajo de investigación

La industria de la moda es una de las más contaminantes del mundo, responsable de la contaminación ambiental, consumismo masivo y esclavitud moderna. Debido a esto, se desarrolló un nuevo concepto dentro de la moda, conocido como moda sostenible, la cual busca reducir el impacto que la industria está creando en el mundo y en la sociedad. Actualmente, son escasas las marcas peruanas de moda, que practican alguna de las ramas sostenibles, siendo estas: la ecológica, económica o social. En la presente investigación, se explorará específicamente la rama social, analizando cómo es que una marca peruana aplica este concepto dentro de sus métodos de trabajo. La empresa a estudiar, es Artemisa Grellaud, una marca de joyería artesanal. Es por ello, que la presente investigación tiene como objetivo general entender cómo se ha trabajado la sostenibilidad social en la marca Artemisa Grellaud. Para ello, se realizará un estudio de caso descriptivo, con el fin de analizar la marca desde diversas perspectivas, para lograr un mayor entendimiento sobre sus prácticas. Se realizarán diferentes técnicas de recolección de información, tanto como: observación, entrevistas y grupos focales, para crear un mayor acercamiento en el caso a realizar. / The fashion industry is one of the most polluting in the world, responsable for environmental pollution, mass consumerism and modern slavery. Due to this, a new concept was developed within fashion, known as sustainable fashion, which seeks to reduce the impact that the industry is creating in the world and in the society. Currently, there are few Peruvian fashion brands that practice any of the sustainable branches, these being: ecological, economic or social. In this research, the social branch will be specifically explored, analyzing how a Peruvian brand applies this concept within its working methods. The company to study is Artemisa Grellaud, a brand of artisan jewelry. That is why the general objective of this research is to understand how social sustainability has been worked on, in the brand Artemisa Grellaud. To do this, a descriptive case study will be carried out, in order to analyze the brand from different perspectives, to achieve a better understanding of its practices. Different information gathering techniques will be carried out, such as: observation, interviews and focus groups, to create a greater approach in the case to be carried out. / Trabajo de investigación

La preocupación por el diseño y el medio ambiente empezó en 1960 desde entonces han surgido diferentes enfoques con un mismo objetivo, buscar la reducción del impacto que tiene el sector de la moda en la degradación ambiental y social. Con el paso del tiempo han surgido diferentes conceptos relacionados a la moda sostenible como moda ética, en la cual engloba el factor social y ambiental. Diferentes empresas en la década del siglo XXI empiezan a dejar atrás la idea de diseño ecológico y se enfocan un concepto más completo que es la moda sostenible. Por ello, se dice que en dicho periodo nace aquel concepto. Asimismo, existen 2 grupos de personas los que tienen hábitos de consumo responsable y los que no, por ello es importante preguntarse: ¿por qué algunos consumidores tienen tendencia a consumir productos sostenibles y por qué otros no?, ¿los compradores estarían dispuestos a pagar más por productos sostenibles? este trabajo se busca responder a las preguntas planteadas, entre otras más. La presente investigación busca conocer los factores que influyen en la decisión de compra de consumidores de moda sostenible en Lima entre los años 2015 a 2020. Para ello, se elaborará un estudio con enfoque cualitativo con la finalidad de desarrollar a profundidad el tema propuesto. En este se recogerá información mediante entrevistas a profundidad. / Concern for design and the environment began in 1960. Since then, different approaches have emerged with the same objective, to seek to reduce the impact of the fashion sector on environmental and social degradation. Over time, different concepts related to sustainable fashion have emerged as ethical fashion, in which the social and environmental factor is included. Different companies in the decade of the 21st century are starting to leave behind the idea of ecological design and are focusing on a more complete concept that is sustainable fashion. Therefore, it is said that in this period that concept is born. Also, there are 2 groups of people who have responsible consumption habits and those who do not, so it is important to ask: Why do some consumers tend to consume sustainable products and why do others not?, Would buyers be willing to pay more for sustainable products? This work seeks to answer the questions raised, among others. This research seeks to understand the factors that influence the purchase decision of sustainable fashion consumers in Lima between 2015 and 2020. To this end, a study with a qualitative approach will be carried out in order to develop the proposed topic in depth. In this study, information will be collected through in-depth interviews. / Trabajo de investigación

La moda es la segunda industria más contaminante a nivel mundial y cada año sus niveles de contaminación van aumentando. Debido a esto, desde 1960, los consumidores le exigen a dicha industria cambiar sus prácticas y procesos de fabricación. Para cumplir con estas exigencias, surge la moda sostenible con el objetivo de crear productos que busquen una armonía entre la rentabilidad de la empresa y el uso eficiente de los recursos naturales con el propósito de cuidar el medio ambiente. Actualmente, la sostenibilidad ha adquirido mayor importancia dentro de la industria de la moda en el Perú, y una sus iniciativas es el uso de plantas tintóreas para la elaboración de tintes vegetales, los cuales sirven para teñir fibras y textiles. Esta técnica artesanal se viene desarrollando en diversas marcas de moda en Lima Metropolitana, sin embargo, no se tiene conocimiento sobre las actitudes y opiniones de los consumidores sobre esta alternativa ecológica. Por este motivo, el presente trabajo de investigación tiene como propósito conocer la percepción de las mujeres de 25 a 35 años consumidoras de moda sostenible sobre el uso de tintes vegetales en textiles de la zona 7 de Lima Metropolitana del 2015 – 2020. Para ello, se desarrollará una investigación con enfoque cualitativo, por lo que se realizarán 25 entrevistas a profundidad a mujeres limeñas de entre 25 a 35 años que presenten interés por el cuidado del medio ambiente y realicen hábitos ecológicos, como la compra de ropa y accesorios eco amigables. / Fashion is the second most polluting industry worldwide and every year its pollution levels are increasing. Because of this, since 1960, consumers have been demanding that the industry change its manufacturing practices and processes. To meet these demands, sustainable fashion arises with the aim of creating products that seek harmony between the profitability of the company and the efficient use of natural resources in order to take care of the environment. Nowadays, sustainability in the fashion industry has acquired greater importance in Peru, and one of its initiatives is the use of dyeing plants for the production of vegetable dyes, which are used to dye fibers and textiles. This artisan technique has been developed in various fashion brands in Metropolitan Lima, however, there is no knowledge about the attitudes and opinions of consumers about this ecological alternative. For this reason, the present research work aims to know the perception of women between 25 and 35 years of age who are consumers of sustainable fashion on the use of vegetable dyes in textiles in zone 7 of Metropolitan Lima from 2015 - 2020. For this, an investigation with a qualitative approach will be developed, conducting 25 in-depth interviews with Lima women between 25 and 35 years old who show interest in caring for the environment and carry out ecological habits, such as buying clothes and accessories eco friendly. / Trabajo de investigación

La presente investigación tiene como objetivo general diseñar una colección a partir del análisis teórico y visual de la colonia de abejas melíferas. Igualmente, para desarrollar la investigación teórica se plantearon los siguientes objetivos específicos: Definir qué es una colonia de abejas melíferas. Conocer los elementos que componen una colonia de abejas melíferas. Explicar la organización social de las tres castas, reina, zánganos y obreras. Y conocer la evolución de la investigación científica de la colonia de abejas melíferas. Para los objetivos de diseño se plantearon los siguientes objetivos: Recopilar información visual de la colonia de abejas melíferas. Registrar el proceso de experimentación visual del color, forma y textura a partir de la colonia de abejas melífera. Con ello, se creó una colección de moda sostenible para mujeres, inspirada en las colonias de abejas melíferas y los elementos de la naturaleza que la rodean. / The present research has the general objective of designing a collection based on the theoretical and visual analysis of the honeybee colony. Likewise, to develop the theoretical research the following specific objectives were raised: Define what a honeybee colony is. Know the elements that make up a colony of honeybees. Explain the social organization of the three castes, queen, drones, and workers. And to know the evolution of the scientific research of the honeybee colony. For the design objectives, the following objectives were established: Collect visual information of the honeybee colony. Record the process of visual experimentation of color, shape, and texture from the honeybee colony. With this, a sustainable fashion collection for women was created, inspired by the colonies of honeybees and the elements of nature that surround it. / Trabajo de investigación

El presente trabajo de investigación tiene como finalidad la creación de un aplicativo móvil cuyo objetivo principal es incentivar la moda sostenible mediante la venta de prendas de segunda mano en buen estado a bajo costo. La aplicación Chance App también adoptará la figura de un Marketplace pues permitirá a vendedores ofrecer prendas de manera sencilla para llegar a más clientes potenciales. Esta aplicación ha sido diseñada luego de identificar el aumento de interés por los consumidores de NSE B y C por la moda sostenible y el avance sustancial de las soluciones digitales. Chance App cuenta con la propuesta de valor de “Viste y vende moda sostenible”, al ser un aplicativo móvil amigable, fácil de usar y confiable para el usuario o vendedor. Buscamos que la gran variedad de prendas ofrecidas en el aplicativo haya pasado por un debido control de calidad antes de ser ofertadas para así asegurarnos de que el cliente esté satisfecho con su compra. La principal finalidad del aplicativo móvil es reducir el impacto ambiental de las industrias textiles Fast Fashion y generar consciencia sobre el impacto que estas generan. / The purpose of this paper is to create a mobile application whose main objective is to encourage sustainable fashion through the sale of second-hand clothes in good condition at low cost. The Chance App will also adopt the shape of a marketplace as it will allow sellers to offer their garments in a simple way in order to reach more potential customers. This application has been designed after identifying the increased interest by socioeconomic level B and C consumers for sustainable fashion and the substantial advancement of digital solutions. Chance App has the value purpose of "Dress and sell sustainable fashion", as it is a friendly, easy-to-use and reliable mobile application for the user or seller. We seek that the wide variety of clothes offered in the application go through strong quality control before being offered in order to ensure that the customer is satisfied with their buy. The main purpose of the mobile application is to reduce the environmental impact of the Fast Fashion textile industries and to raise awareness about the impact they generate. / Trabajo de investigación

En el presente proyecto se desarrollará la reinvención de Namacu, empresa de moda sostenible en base a la elaboración y exportación de prendas de fibra de alpaca producidas por artesanos cusqueños especializados, lo que garantiza una alta calidad. La fibra de alpaca es un tipo de lana cada vez más demandada en el mercado peruano e internacional. Sin embargo, la comercialización de este tipo de fibra es mayormente como materia prima. Si bien existe producción en menor escala, esta producción de prendas tiene diseños básicos y comunes. Por tal motivo, Namacu comercializa prendas de fibra de alpaca de diseñador, con una cadena de valor justa con los productores y artesanos. Esto permite al consumidor tener ropa exclusiva y tener el conocimiento de que se realizan prácticas justas permitiendo el desarrollo de todos los involucrados. Esto es una clara muestra de responsabilidad social y sostenibilidad como parte fundamental de la visión de la empresa para generación de valor agregado. La principal fuente de ingresos será la venta minorista en Lima, Arequipa, Cusco y más adelante en las principales ciudades de Estados Unidos. Se requiere un socio inversionista que aporte el 20% del capital, es decir S/ 12,218. Este capital considera el lote de producción y herramientas necesarias para el rediseño de la compañía. Esta inversión podrá ser recuperada por los inversionistas en menos de 2 años y demuestra una alta rentabilidad. / In this project, the reinvention of Namacu, a sustainable fashion company based on the production and export of alpaca fiber garments produced by specialized Cusco artisans, will be developed, guaranteeing high quality. Alpaca fiber is a type of wool that it’s demand is increasing in the Peruvian and international markets. However, the commercialization of this type of fiber is mainly as a raw material. Although there is production on a smaller scale, this garment production has basic and common designs. For this reason, Namacu sells designer alpaca fiber garments, with a fair value chain with producers and artisans. This allows the consumer to have exclusive clothing and have the knowledge that fair practices are carried out allowing the development of all those involved. This is a clear sign of social responsibility and sustainability as a fundamental part of the company's vision for generating added value. The main source of income will be retail sales in Lima, Arequipa, Cusco and later in the main cities of the United States. An investment partner is required to contribute 20% of the capital, that is, S/ 12,218. This capital considers the batch of production and tools necessary for the redesign of the company. This investment can be recovered by investors in less than 2 years and shows high profitability. / Trabajo de investigación

Syftet med denna kvalitativa studie är att undersöka generation Z:s uppfattning om trovärdig grön marknadsföring från kläd- och modeföretag, vilka faktorer som påverkar den samt hur marknadsföringen kan utformas för att öka trovärdigheten. Det empiriska materialet samlades in genom semi-strukturerade intervjuer. Populationen för studien är generation Z, vilket innefattar individer födda mellan år 1995 och år 2010. Vi såg potentiella svårigheter att kunna samla in meningsfull kvalitativ data från alla årskullar inom generationen. Utifrån detta resulterade en avgränsning av urvalet till den grupp inom generation Z med individer födda mellan år 1995 och år 2000. Vidare utfördes sju intervjuer som gav oss nödvändig data för analys. Genom tematisk kodning fann vi gemensamma teman och underkategorier i uttalanden från respondenterna Resultaten från studien visar att respondenterna anser att de finns en brist på kunskap kring hållbart mode, men också en avsaknad av grön marknadsföring kring det. Modeföretag borde kommunicera information som ökar kunskapen om miljömässig hållbarhet hos konsumenterna för att således skapa trovärdighet, där transparens visade sig vara ett viktigt verktyg. Att inkludera fakta, statistik, tredjepartscertifiering i form av miljömärkning och förklara tillverkningsprocesser påverkar den uppfattade trovärdigheten av modemarknadsföringen. Då transparens är frånvarande misstänker generation Z, likt våra respondenter, gröntvättning. Den gröna marknadsföringen borde innehålla förklarande koncisa texter i kombination med video eller bilder. Produkten borde även ha en central roll i marknadsföringen för att visa konsumenten vad hen betalar för. Att förklara varför produkten är miljövänligt istället för att endast påstå det ökar trovärdigheten. / The purpose of this qualitative study is to investigate generation Z’s perception of crediblegreen marketing from the fashion industry, as well as understand which factors affect thecredibility of what is communicated. Furthermore, we look at how the green marketing couldbe designed in order to be perceived as credible as possible by generation Z.The data was collected through semi-structured interviews. Our population was generation Z,which constitutes an age span from 1995 to 2010 according to the literature, but to obtainmeaningful data we chose to make a delimitation to individuals born between 1995 and 2000.This resulted in seven interviews that gave us the necessary data which was then transcribedand analyzed. Through thematic coding, common themes and patterns were identified fromthe respondents.The result of the study shows that our respondents consider that there is a lack of bothknowledge about sustainable fashion and exposure to green marketing. Fashion companiesshould communicate information that leads to increased consumer knowledge ofenvironmental sustainability in order to create credibility. Another important factor toincrease their credibility is for fashion companies to be transparent in their green marketing.To include facts, numbers, third party certification (environmental labeling) and theexplanation of processes positively affects the perceived credibility. In the absence oftransparency generation Z, including our respondents, suspect greenwashing. The greenmarketing should contain short texts with explanatory and easily understandable concepts incombination with films or pictures. The product should have a central role in marketing inorder for the consumer to see what they pay for. Explaining why the products areenvironmentally sustainable, rather than simply stating that they are, increases the credibilityof the green fashion marketing.