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  The interpretive approach develops an understanding on the particularity and complexity that embraces a sustainable, circular retail & fashion business model, explored form the perspective of brands. SAP’s global ecosystem – a network of customers, ranging from small and medium-sized to large corporations within the retail sectors of i.a. DIY retail, electronic retail, fashion and accessories, food and beverage, furniture retail, health and hygiene, sports and leisure, and office supplies; enables to gain a deep, multi-faceted outside-in perspective and insights from retail industry experts into potential sustainable, circular retail practices. Thereby, a qualitative-applied case study method with embedded multiple units of analysis is recommended for developing an understanding in how to change consumption behaviour and transform production, distribution and supply chain activities while overcoming tensions and limitations in the application of a sustainable, circular economy concept in contemporary retail value chain practices.