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The significant changes which have occurred in the competitive scenario in which fashion companies operate, combined with deep transformation in the lifestyles of final consumers, translate into the need to redefine the business models. Starting from a general overview of the emerging trends today affecting the fashion industry, the paper will devote particular attention to the analysis of the most important phenomena that are influencing this market and the drivers for long-lasting competitiveness: sustainability and attention to the so-called circular economy. According to the literature, from the consumer behavior's point of view, the younger generations are paying growing attention to these issues. In light of these considerations, this paper aimed to analyze how sustainability and circular economy principles are influencing the perception of the fashion world among the new generations of consumers. After mapping the emerging trends in the fashion industry and analyzing the role of sustainability from both the demand and supply side, this paper presents the results of a survey conducted through an anonymous questionnaire made in collaboration with Insubria University. The results of the survey describe the students' behaviour as regards fashion's emerging trends, with particular attention to sustainability issues and the application of circular economy principles. The survey results were analyzed from both a descriptive and quantitative point of view with the aim to check the different perceptions as regards sustainable fashion and circular economy in fashion, focusing mainly on the so-called Generation Z. The results of the analysis proved to be consistent with the theoretical framework and confirm the relevance of sustainability issues in the fashion industry today in driving the demand of Generation Z, by considering a gender perspective. Moreover, the circular economy is descriptively analyzed with the aim to understand the relevance of the different facets for the entire sample of respondents. [ABSTRACT FROM AUTHOR]

This paper investigates whether or not Italian Certified B Corps® in the fashion industry achieved levels of corporate social responsibility (CSR) and financial performance that are comparable to listed companies in the same industry during the Covid-19 pandemic. After a review of the literature concerning B Corps, CSR and the circular economy, as well as some coverage of pandemic impacts, a quantitative approach is used to analyze the data empirically. Based on the data available, the study incorporated the entire population of Italian listed companies and B Corps in the fashion industry. Moreover, this study confirms the relationship between CSR and financial performance. The availability of sustainability documents other than the required social responsibility report does not directly affect a company's profitability, but they are necessary for the long term. The results also confirm the positive relationship between sustainability certification and higher financial performance, as the most sustainable companies were also the most profitable. Certified B Corps® declare their willingness to adopt circular economic principles to the same extent as non-certified listed companies. Moreover, the results show that consumers mainly remember the information disclosed on a company's homepage; therefore, managers should publish more there. However, they should not underestimate the importance of their sustainability report because it is an effective social communication tool, especially in the long term. Finally, obtaining the B Corp certification will allow companies to inform stakeholders of their social responsibility and achieve higher financial results. [ABSTRACT FROM AUTHOR]