Stumbling into sustainability: The effectual marketing approach of Ecuadorian entrepreneurs to reframe masculinity and accelerate the adoption of slow fashion | Intellect Skip to content
1981
  1. Home
  2. A-Z Publications
  3. Critical Studies in Men's Fashion
  4. Volume 8, Issue 1
  5. Article
1-2: ‘Globalizing Men’s Style’ ‘Sustainability and Men’s Fashion’
  • ISSN: 2050-070X
  • E-ISSN: 2050-0718

Abstract

The prevalent business model of fast fashion has received widespread criticism for being antithetical to sustainability. Therefore, many Gen-Y fashion entrepreneurs routinely base their business models on principles of sustainability. Additionally, the green-feminine stereotype not only hinders male consumers’ adoption of ecofriendly products but also poses cultural obstacles for male slow fashion entrepreneurs. By example of the Ecuadorian slow fashion company Remu Apparel, this article investigates how male entrepreneurs craft alternative masculinities through both personal and marketing narratives with the intent to mobilize the adoption of slow fashion and to overcome the aforementioned stereotype by reframing hegemonic masculinity. Interviews with the company’s founders indicate that the causal fast fashion business model is recognized as harmful and unsustainable; consequently, a sustainability-oriented, effectual, slow fashion business approach is implemented, which opposes the globalized hegemonic business system and concurrently challenges and reframes traditional masculinity. Through respect for natural growth, intermittent compromises and career as self-discovery, an alternative, reflective masculinity is crafted and enshrined in Remu’s business objectives. A visual content analysis indicates that social media tools are used to promote and stabilize the image of this alternative masculinity. The findings highlight avenues to mobilize slow fashion adoption within entrepreneurial networks and how sustainable, ecofriendly fashion can be promoted among male consumers.

© 2021 Intellect Ltd
Loading

Article metrics loading...

/content/journals/10.1386/csmf_00042_1
2021-10-01
2024-04-26
Loading full text...

Full text loading...

References

  1. Allpamamas ( 2021;), ‘ Official website landing page. ’, https://allpamamas.com/. Accessed 15 October 2021.
  2. Beasley, Christine. ( 2008;), ‘ Rethinking hegemonic masculinity in a globalizing world. ’, Men and Masculinities, 11:1, pp. 86–103.
     [Google Scholar]
  3. Bretón, Víctor. ( 2000;), ‘ El desarrollo comunitario como modelo de intervención en el medio rural. ’, Diálogos, Centro Andino de Acción Popular, Quito:: CAAP;, p. 15, https://biblio.flacsoandes.edu.ec/libros/10694-opac. Accessed 13 February 2021.
     [Google Scholar]
  4. Brough, Aaron R.,, Wilkie, James E. B.,, Ma, Jingjing,, Isaac, Mathew S., and Gal, David. ( 2016;), ‘ Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption. ’, Journal of Consumer Research, 43:4, pp. 567–82.
     [Google Scholar]
  5. Burbano, Iván. ( 2021;), personal communication with R. Muñoz-Valencia. , Quito:, 11 February.
     [Google Scholar]
  6. Charmaz, Kathy, and Belgrave, Linda Liska. ( 2007;), ‘ Grounded theory. ’, in G. Ritzer. (ed.), The Blackwell Encyclopedia of Sociology, London:: Wiley;, pp. 2023–27.
     [Google Scholar]
  7. Chernev, Alexander, and Blair, Sean. ( 2021;), ‘ When sustainability is not a liability: The halo effect of marketplace morality. ’, Journal of Consumer Psychology, 31:3, pp. 551–69.
     [Google Scholar]
  8. Chiriboga, José. ( 2020), interviewed by R. Muñoz-Valencia and A. Pohlmann, video conference, 29 September and 22 October .
  9. Connell, R. W.. ( 2005), Masculinities, , 2nd ed.., Cambridge:: Polity;.
     [Google Scholar]
  10. Dew, Nicholas,, Read, Stuart,, Sarasvathy, Saras D., and Wiltbank, Robert. ( 2011;), ‘ On the entrepreneurial genesis of new markets: Effectual transformations versus causal search and selection. ’, Journal of Evolutionary Economics, 21:2, pp. 231–53.
     [Google Scholar]
  11. DiVito, Lori, and Bohnsack, René. ( 2017;), ‘ Entrepreneurial orientation and its effect on sustainability decision tradeoffs: The case of sustainable fashion firms. ’, Journal of Business Venturing, 32:5, pp. 569–87.
     [Google Scholar]
  12. Elias, Juanita, and Beasley, Christine. ( 2009;), ‘ Hegemonic masculinity and globalization: “Transnational business masculinities” and beyond. ’, Globalizations, 6:2, pp. 281–96.
     [Google Scholar]
  13. Frankel, Susannah. ( 2012;), ‘ Vivienne Westwood: You have a more interesting life if you wear impressive clothes. ’, Independent, 22 September, https://www.independent.co.uk/news/people/profiles/vivienne-westwood-you-have-more-interesting-life-if-you-wear-impressive-clothes-8157187.html. Accessed 8 December 2020.
     [Google Scholar]
  14. Gabela, Felipe. ( 2020), interviewed by R. Muñoz-Valencia and A. Pohlmann, video conference, 29 September and 22 October .
  15. Goffman, Erving. ( 1974), Frame Analysis: An Essay on the Organization of Experience, Cambridge, MA:: Harvard University Press;.
     [Google Scholar]
  16. Goicolea, Isabel,, Coe, Anna-Britt, and Ohman, Ann. ( 2014;), ‘ Easy to oppose, difficult to propose: Young activist men’s framing of alternative masculinities under the hegemony of machismo in Ecuador. ’, Young, 22:4, pp. 399–419.
     [Google Scholar]
  17. Hochman, Nadav, and Schwartz, Raz. ( 2012;), ‘ Visualizing instagram: Tracing cultural visual rhythms. ’, Proceedings of the International AAAI Conference on Web and Social Media, 6:4, pp. 6–9.
     [Google Scholar]
  18. Hockerts, Kai, and Wüstenhagen, Rolf. ( 2010;), ‘ Greening Goliaths versus emerging Davids: Theorizing about the role of incumbents and new entrants in sustainable entrepreneurship. ’, Journal of Business Venturing, 25:5, pp. 481–92.
     [Google Scholar]
  19. Hustvedt, Gwendolyn, and Bernard, John C.. ( 2008;), ‘ Consumer willingness to pay for sustainable apparel: The influence of labelling for fibre origin and production methods. ’, International Journal of Consumer Studies, 32:5, pp. 491–98.
     [Google Scholar]
  20. IMPAQTO ( 2021;), ‘ Official website landing page. ’, http://www/impaqto.net/. Accessed 15 October 2021.
  21. Kapferer, Jean-Noël. ( 2010;), ‘ All that glitters is not green: the challenge of sustainable luxury. ’, European Business Review, 2:4, pp. 40–45.
     [Google Scholar]
  22. Kotler, Philip. ( 1991), Marketing Management, Englewood Cliffs, CA:: Prentice Hall;.
     [Google Scholar]
  23. Lechtman, Heather. ( 1993;), ‘ Technologies of power: The Andean case. ’, in P. Netherly. (ed.), Configurations of Power in Complex Society, New York:: Cornell University Press;, pp. 244–88.
     [Google Scholar]
  24. Liu, Jingting,, Zhu, Ying,, Serapio, Manuel, and Cavusgil, S. Tamer. ( 2019;), ‘ The new generation of millennial entrepreneurs: A review and call for research. ’, International Business Review, 28:5, n.pag.
     [Google Scholar]
  25. Lüdeke-Freund, Florian. ( 2020;), ‘ Sustainable entrepreneurship, innovation, and business models: Integrative framework and propositions for future research. ’, Business Strategy and the Environment, 29:2, pp. 665–81.
     [Google Scholar]
  26. Maes, Jonathan. ( 2018;), ‘ Ecuador’s textiles. ’, Ecuador Abroad, https://ecuadorabroad.com/ecuadors-textiles-read-this-before-you-buy-anything. Accessed 28 October 2020.
     [Google Scholar]
  27. Mathias, Blake D.,, Williams, David W., and Smith, Adam R.. ( 2015;), ‘ Entrepreneurial inception: The role of imprinting in entrepreneurial action. ’, Journal of Business Venturing, 30:1, pp. 11–28.
     [Google Scholar]
  28. McCarthy, John D., and Zald, Mayer N.. ( 1977;), ‘ Resource mobilization and social movements: A partial theory. ’, American Journal of Sociology, 82:6, pp. 1212–41.
     [Google Scholar]
  29. Ozdamar Ertekin, Zeynep, and Atik, Deniz. ( 2015;), ‘ Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion. ’, Journal of Macromarketing, 35:1, pp. 53–69.
     [Google Scholar]
  30. Phipps, Elena. ( 2010;), ‘ Cochineal red: The art history of a color. ’, Metropolitan History of Art Bulletin, 67:3, pp. 4–48.
     [Google Scholar]
  31. Pinos, Verónica,, Pinos, Guido,, Baitar, Rachid,, Jerves, Monserrath, and Enzlin, Paul. ( 2016;), ‘ Perception of gender stereotypes, machismo and marianismo in Ecuadorian adolescents: A focus group study. ’, Maskana, 7:2, pp. 17–28.
     [Google Scholar]
  32. Read, Stuart, and Sarasvathy, Saras D.. ( 2012;), ‘ Co-creating a course ahead from the intersection of service-dominant logic and effectuation. ’, Marketing Theory, 12:2, pp. 225–29.
     [Google Scholar]
  33. Remu Apparel ( 2021;), ‘ Official website landing page. ’, https://remuapparel.com/. Accessed 15 October 2021.
  34. Rose, Gillian. ( 2016), Visual Methodologies: An Introduction to Researching with Visual Materials, Newbury Park, CA:: Sage Publications;.
     [Google Scholar]
  35. Sarasvathy, Saras D.. ( 2001;), ‘ Causation and effectuation: Toward a theoretical shift from economic uncertainty to entrepreneurial contingency. ’, Academy of Management Review, 26:2, pp. 243–63.
     [Google Scholar]
  36. Schaltegger, Stefan,, Hansen, Erik G., and Lüdeke-Freund, Florian. ( 2016;), ‘ Business models for sustainability: Origins, present research, and future avenues. ’, Organization and Environment, 29:1, pp. 3–10.
     [Google Scholar]
  37. Snow, David A.,, Rochford, E. Burke,, Worden, Steven K., and Benford, Robert D.. ( 1986;), ‘ Frame alignment processes, micromobilization, and movement participation. ’, American Sociological Review, 51:4, pp. 464–81.
     [Google Scholar]
  38. Štefko, Róbert, and Steffek, Vladimira. ( 2018;), ‘ Key issues in slow fashion: Current challenges and future perspectives. ’, Sustainability, 10:7, n.pag.
     [Google Scholar]
  39. Suddaby, Roy,, Bruton, Garry D., and Si, Steven X.. ( 2015;), ‘ Entrepreneurship through a qualitative lens: Insights on the construction and/or discovery of entrepreneurial opportunity. ’, Journal of Business Venturing, 30:1, pp. 1–10.
     [Google Scholar]
  40. Sung, Jihyun, and Woo, Hongjoo. ( 2019;), ‘ Investigating male consumers’ lifestyle of health and sustainability (LOHAS) and perception toward slow fashion. ’, Journal of Retailing and Consumer Services, 49:2, pp. 120–28.
     [Google Scholar]
  41. Teran, Juan Xavier. ( 2020;), interviewed by R. Muñoz-Valencia and A. Pohlmann. , video conference, 29 September and 22 October.
  42. Tilley, Fiona, and Young, William. ( 2009;), ‘ Sustainability entrepreneurs. ’, Greener Management International, 55:1, pp. 79–92.
     [Google Scholar]
  43. Ucrós, Camilo. ( 2015;), ‘ Between magic and reality: On Otavalo, in the largest outdoor indigenous market in South America. ’, Africa Is a Country, 15 March, https://africasacountry.com/2015/03/between-magic-and-reality-on-otavalo-in-the-largest-outdoor-indigenous-market-in-south-america. Accessed 1 June 2020.
     [Google Scholar]
  44. Vergara, Camila. ( 2018;), ‘“ Fast fashion”: Destruyendo el mundo a la misma velocidad que se la produce’ (‘“Fast fashion”: Destroying the world at the same pace at which it grows’). , Aula Magna, 17 September, https://aulamagna.usfq.edu.ec/?p=7724. Accessed 25 January 2021.
     [Google Scholar]
  45. Willer, Robb,, Rogalin, Christabel L.,, Conlon, Bridget, and Wojnowicz, Michael T.. ( 2013;), ‘ Overdoing gender: A test of the masculine overcompensation thesis. ’, American Journal of Sociology, 118:4, pp. 980–1022.
     [Google Scholar]
  46. Pohlmann, Attila, and Muñoz-Valencia, Rodrigo. ( 2021;), ‘ Stumbling into sustainability: The effectual marketing approach of Ecuadorian entrepreneurs to reframe masculinity and accelerate the adoption of slow fashion. ’, Critical Studies in Men’s Fashion, 8:1&2, pp. 223–43, 10.1386/csmf_00042_1
     [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1386/csmf_00042_1
Loading
Stumbling into sustainability: The effectual marketing approach of Ecuadorian entrepreneurs to reframe masculinity and accelerate the adoption of slow fashion
Critical Studies in Men's Fashion 8, 223 (2021); https://doi.org/10.1386/csmf_00042_1
/content/journals/10.1386/csmf_00042_1
/content/journals/10.1386/csmf_00042_1
Loading

Data & Media loading...

  • Article Type: Article
Keyword(s): alternative masculinity; effectuation; entrepreneurship; fast fashion; hegemonic masculinity; slow fashion; sustainability

Most Cited Most Cited RSS feed

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error