Question 6: How can an actor like C&A Foundation, and its strategic partner Fashion for Good, drive more positive change?

• Help brands develop business case - proof of concept
• Support for innovation
• Fund projects for the long-term
• Work with fashion schools / colleges
• Support local actions
• Facilitator / bridge between stakeholders
• Help generate funding
• Engage government on industry-wide story
• Build on existing initiatives /  infrastructure
• Get more corporate buy-in and help de-risk
• Tie in circularity with other social issues

Question 5: Which actors do we need to involve more effectively in order to make circular consumption mainstream in the fashion industry?

• Consumers - including teenagers, young children
• Schools - educating the next gen and fashion colleges
• Influencers - but what's in it for them?
• Media - engage mainstream media on circular stories e.g. Elle UK sustainability issue
• Policymakers - regulatory / financial incentives
• Peer support
• Coalitions and collaborations
• Brands - for leadership
• Investors and NGOs - to reward companies
• Suppliers - more responsible for impact

Question 4: What other solutions exist to help catalyze more circular consumption patterns among fashion consumers?

• Incentives e.g. free trials
• Better consumer insights and consistent communications - brands leveraging marketing power
• Getting influencers on board
• Higher quality and durability - promoting longevity
• New innovative methods of collection and reverse logistics
• More 'experience' models
• Brands and retailers offering subscription and repair services
• Service contracts
• Incentives for repair - making it cheaper and easier

Question 3: How do we help consumers value access over ownership, on a wider scale?

• Education - about where clothers come from
• Social media engagement - influencers to involve GenZ ("If Kim Kardashian started talking about ethical fashion, we'd change the world over night")
• Story telling and tapping into emotions and people's needs and desires
• Avoiding the 's' word
• Addressing pricing
• Focus on the benefits e.g. functional, emotiosl, social, financial - put consumer needs first
• Promoting access over ownership and 'lifestyle services'

Question 2: What are the challenges for fashion brands / retailers to switch to sharing and collaborative business models?

• Lack of consumer demand and insights on how to engage them
• Communicating consumer benefits - better marketing needed
• Shifting consumers from ownership
• Investment in infrastructure
• How to price new models -cost of renting
• Overall outdated retail model
• Identifying new models and complications e.g. customer data 
• Conflicting objectives and targets
• Insufficient disruptors
• Not enough regulatory carrots and sticks
• Designing apparel that's timeless
• Quality issues - especially if clothes are rented
• Social stigma on sharing economy

Q1: What are the best examples of sharing and collaborative economy models delivering circular benefits, in and outside the fashion industry?

• Subscription models e.g. Vigga
• Focus on consumer benefits (sustainability is 2ndary) e.g. cash for 2nd hand clothes / uniqueness of 2nd hand
• Flea markets - sellling the 'experience'
• Flexible models e.g. GwynnieBee option to buy
• Online swapping e.g. swishing.co.uk
• Online marketplaces e.g. ebay
• Online thrift stores with lots of co-benefits
• Local community clothes lending libraries