Research of Sustainable Business Models in the Production and Sale of Wedding Dresses in the Context of Globalization

Iryna Kotapska

Abstract: The article conducts an analysis of sustainable business models in the processes of producing and selling bridal gowns in contemporary realities. The relevance of the topic is justified by the synergistic effect of two key factors: the growing consumer interest in products created according to ethical and environmental standards, and the tightening of regulatory and public oversight over corporate activities aimed at minimizing their negative environmental and social footprint. The study methodology covers concepts such as the principles of the circular economy rental, resale, and upcycling of wedding attire application of innovative, environmentally responsible materials, implementation of ethical manufacturing standards and strategies for localizing and regionalizing value chains. The ambivalent role of globalization is emphasized: on one hand, it opens access for brands to new markets, advanced technologies, and innovative raw material solutions, but on the other hand, it complicates logistics chains, intensifies competition, and raises the risk of greenwashing in corporate communications. The results obtained hold both theoretical and practical value for researchers working in the fields of sustainable development, strategic management, and the fashion industry, and also serve as a substantiated methodological and applied foundation for entrepreneurs and management of the bridal segment who seek to integrate principles of environmental and social responsibility into their operational and marketing models. In conclusion, it is stressed that hybrid approaches, which synergistically combine elements of the circular economy, digital innovation, and full transparency of supply chains, possess the greatest potential for simultaneously achieving environmental and economic sustainability within the context of a globalized bridal gown industry.

Keywords: sustainable business models, bridal gowns, globalization, circular economy, ethical fashion, sustainable development, fashion industry, environmental responsibility

How to Cite?: Iryna Kotapska, "Research of Sustainable Business Models in the Production and Sale of Wedding Dresses in the Context of Globalization", Volume 14 Issue 6, June 2025, International Journal of Science and Research (IJSR), Pages: 1945-1950, https://www.ijsr.net/getabstract.php?paperid=SR25627093553, DOI: https://dx.doi.org/10.21275/SR25627093553