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We partnered with the British Fashion Council led Circular Fashion Innovation Network (CFIN) and APE Studios to redefine circular fashion communications — bridging the gap between regulation, customer trust, and brand storytelling to drive real engagement and impact.

 

Outputs of research

Industry playbook

 
 

A practical roadmap for brands to navigate compliance, engage customers, and integrate circularity into core operations for long-term impact.

Persona examples

 
7-2
 

Unlock customer-led circularity by reading these example personas and completing the journey mapping exercises outlined in the following guide.

Journey maps

 
6-2
 

Use these empathy maps and customer journey maps in conjunction with the example personas, or your own to enhance your engagement and communication strategies.

GCD cheat sheet

 
5-2
 

A practical cheat sheet covering Green Claims Directive (GCD) essentials, greenwashing risks, and UN-aligned principles for sustainable fashion storytelling.

 

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What’s on our mind

Meet the experts

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Harriet Shelton

Harriet joined Clarasys in 2020, with over 8 years of blended consulting and industry experience where she has used her strengths as a critical thinker and her ability to apply structure to solve a variety of complex business problems. Harriet has a keen interest in customer-centric business improvement and during her time at Clarasys, she has worked across process discovery, customer experience and business architecture. Harriet is a keen outdoor swimmer and is currently trying to visit all 120+ lidos in the UK!

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Loïc Le Fouest

Loïc enjoys helping organisations unravel customer journeys, design exceptional customer experiences, and foster a customer-centric mindset and behaviours. With expertise in end-to-end CX transformation, he helps businesses enhance their customer-centric capabilities and make a real difference for their customers. He is a firm believer that unlocking the value of Customer Experience practice is not only necessary to help businesses thrive, it is also the key to accelerating the transition to a circular economy and a more sustainable society. He is passionate about working with other forward-looking leaders and organisations, combining CX and Behavioural Change methodologies to design experiences and business models that engage customers in meeting a new innovation sweet spot, that includes sustainability, and helps us shape a brighter future.

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Sam Maguire

Sam is a principal consultant who specialises in sustainability strategy and operating model design across multiple industries. He has particular expertise in sustainable business models and designing organisations to be more circular. Having previously worked for Clarasys for four years he rejoined in May 2021 to lead the development of our internal sustainability strategy and roadmap and the formation of our sustainability proposition. Outside of work Sam enjoys playing sport, cooking and being out on his bike.

Harriet Shelton

Loïc Le Fouest

Sam Maguire

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