Environmental Sustainability in Fashion industry: A Dynamic Capabilities perspective

Fashion companies are facing the challenge of redesigning their business strategy to integrate environmental sustainability considerations. However, the reconfiguration of an entire organization in a green lens is complex and companies often are not aware about how to accomplish this goal, since they lack experience on such kind of reconfiguration. Adopting the Dynamic Capabilities perspective, this paper explores how three leading international Italian fashion companies are reconfiguring themselves to achieve green goals. Our preliminary findings highlight how Dynamic Capabilities are deployed by these companies and provide indications to those firms that are willing to adopt a green strategy.