SUPPORT MECHANISMS FOR SUSTAINABLE FASHION BRANDS IN POLAND: ANALYSIS OF NEEDS AND PROPOSED SOLUTIONS

Abstract

Background and Objective: The fashion industry faces mounting pressure to integrate sustainable development principles into its business models. While global discourse often emphasises the self-sufficiency of born sustainable enterprises, little is known about the contextual challenges these brands face in Central and Eastern Europe. This study aims to identify the perceived needs and desired institutional support mechanisms among small, medium-sized fashion brands in Poland operating under a born sustainable model.

Study Design/Materials and Methods: The study is grounded in the Natural Resource Based View (NRBV) and the Multi-Level Perspective (MLP) on sustainability transitions. A qualitative research design was applied using in-depth interviews (IDI) with 10 representatives of fashion MSMEs that self-identify as sustainable. Thematic analysis (Braun & Clarke, 2006) was used to code and interpret the data.

Results: The findings indicate six key areas of expected support: financial assistance, infrastructure access, systemic integration of support measures, consumer education, collaborative networks, and simplified application procedures. Respondents emphasised that the absence of coherent, predictable support mechanisms significantly impedes business development. Contrary to international narratives, external institutional conditions were seen as critical to long-term viability.

Practical Implications: The study highlights the need for more integrated, flexible and long-term public policy instruments tailored to the realities of small sustainable brands. Better alignment between institutional frameworks and business practice can improve both economic performance and the social impact of sustainable fashion.

Conclusion and Summary: The study concludes that born sustainable brands in Poland require not only internal motivation, but also a supportive ecosystem to scale and sustain their operations. The results offer direction for comparative research and public policy development.