Marketing Success Strategies for Upcycling-Based Fashion Brands: Case Studies of FREITAG and CONTINEW

Background/Purpose: The fashion industry contributes approximately 8–10% of global greenhouse gas emissions and consumes approximately 92 million tonnes of textile annually. Growing consumer expectations for environmental responsibility have elevated upcycling—the creative transformation of waste materials into high-value products—as a strategic option for fashion brands seeking differentiation through sustainability. This study examines the marketing strategies of upcycling-based fashion brands, identifying the success factors that underpin their commercial growth and sustainable positioning. Study Design/Methodology/Approach: A qualitative, multi-case study methodology was adopted, analysing two brands representing distinct upcycling applications: FREITAG (Switzerland, founded 1993), which transforms truck tarpaulins, bicycle inner tubes, and seatbelts into durable bags; and CONTINEW (South Korea, founded 2015), which repurposes automotive leather waste into premium accessories. Each brand was analysed through the 4P Marketing Mix framework (Product, Price, Place, Promotion). Data were collected from corporate websites, official social media channels, brand reports, and published case documentation through January 2025. Findings: Five common success factors were identified across both cases: (1) material innovation translating waste into desirable, functional products; (2) brand storytelling emphasising environmental and ethical values to build emotional consumer connection; (3) collaborative partnerships with industry partners and sustainability-focused organisations enabling scalability; (4) consumer engagement programmes (repair services, take-back schemes, customisation platforms) reinforcing circular consumption; and (5) premium market positioning elevating the perceived value of upcycled products. Both brands achieved premium pricing through transparency, scarcity, and distinctive design narratives rather than cost-parity with conventional products. Originality/Value: This study provides a comparative 4P analysis of two upcycling-based brands operating in distinct national and material contexts, identifying transferable success strategies for practitioners. The findings demonstrate that upcycling is not merely an environmental initiative but a commercially viable differentiation strategy compatible with premium branding and sustainable profitability.