Sustainability-Oriented Innovation as a Sustained Competitive Advantage Within Fashion Industry : A Study of Scandinavian Slow Fashion Companies

Background:As sustainability becomes increasingly central to business discourse, companies are under growing pressure to integrate sustainability into their core operations. While many fashion firms address sustainability through surface-level initiatives or marketing, slow fashion brands have emerged as an alternative to the dominant fast fashion model. In Scandinavia, where consumer awareness of sustainability is high, these firms present a unique opportunity to examine how sustainability-oriented innovation (SOI) can function not only as a value-driven approach, but also as a strategic tool for achieving long-term competitive success. Purpose:The purpose of this research is to explore whether SOI leads to a sustained competitive advantage (SCA) among slow fashion firms operating within the Scandinavian fashion industry. This study investigates how deeply integrated sustainability practices contribute to value creation, and whether they meet the conditions outlined in the VRIO framework: value, rarity, inimitability, and organizational support. Method:This thesis adopts a qualitative research design, drawing on both primary and secondary data. One open-ended Email questionnaire and three semi-structured interviews were conducted with representatives from Scandinavian slow fashion firms. The data was analyzed thematically and interpreted through the lenses of the SOI framework and the VRIO model. Secondary data on fast fashion firms was also incorporated to provide a strategic contrast. Conclusion:The study concludes that by integrating SOI in a Scandinavian fashion firm, it can contribute meaningfully to SCA. The findings highlight that when aligning SOI with internal values and operations, it is not only ethically driven but also strategically effective. While its SCA may be challenged by industry shifts and imitation, the depth and consistency of implementation remain key differentiators for the studied firms.