Measuring Sustainable Innovation & Future Orientation of Outdoor Retailers
Master’s Thesis – MA Sustainability in Fashion & Creative Industries
AMD Akademie Mode & Design | Berlin, Germany
Final Grade: 1.2
In September 2020, I moved to Berlin to begin my Master’s in Sustainability in Fashion and Creative Industries at AMD Akademie Mode & Design. The 18-month course was rooted in systems thinking and covered a wide range of topics including value chain management, sustainable production, ecological economics, digital transformation, CSR and leadership.
For my thesis, I focused on the intersection of sustainability, innovation, and industry-specific responsibility within the outdoor fashion sector. My research question explored how leading outdoor apparel retailers place their resources to create and communicate effective sustainable change.
Scope of the Study
The project investigated multifaceted approaches to addressing the climate crisis and implementing actionable solutions — with the aim to guide outdoor retailers toward better standards and measurable outcomes. My research highlighted the role of the outdoor industry in protecting the very environments they promote exploring, and how their business models are uniquely positioned to lead on sustainable innovation.Through a framework I developed, grounded in extensive analysis of both the fashion and outdoor industries, the study offered a roadmap for:
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Strategic standardisation
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Corporate Social Responsibility reporting
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Environmental & biodiversity impact awareness
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Diversity, Equity & Inclusion
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Outdoor economies and circular innovation
A key component was examining the importance of public participation and stakeholder pressure in shaping industry transformation. My research reinforced how sustainability must exist within the brand’s operational DNA, and how outdoor retailers are, in many ways, ahead of traditional fashion in embracing long-term ecological and social accountability.
With exploration comes the responsibility of conservation.
Read the full thesis here