Circular design strategies in the post-consumption journey: a systematic literature review of service design for circular fashion SMEs

Abstract

Purpose Post-consumption processes are increasingly acknowledged as a critical component of facilitating circular fashion systems within small and medium-sized enterprises (SMEs). Nonetheless, research in this area often remains fragmented and dispersed across disciplinary domains. There is a limited understanding of how service design supports sustainable consumption and what challenges consumers encounter throughout the post-consumption journey. This study aims to systematically map and synthesise the fragmented research concerning post-consumption processes by critically analysing key service touchpoints, consumer pain points and service design strategies to develop an integrated framework for circular fashion SMEs. Design/methodology/approach This study systematically reviews 96 peer-reviewed articles selected from an initial pool of 997 publications using PRISMA guidelines. The data are analysed through inductive thematic analysis supported by NVivo to identify recurring post-consumption stages, consumer interactions and challenges and literature-discussed service design strategies. This is complemented by bibliometric analysis using CiteSpace. Findings Post-consumption functions as an interconnected, multi-stage service journey shaped by recurring touchpoints, consumer pain points and strategic interventions across usage, evaluation, after-sales service and disposal. Three key service design dimensions emerge, as follows: service optimisation, consumer engagement and ecosystem cooperation. Based on these findings, this study develops an integrated analytical framework linking post-consumption challenges with nine major service design strategies and highlights priorities for future research and practice. Originality/value This study advances circular fashion research by consolidating the fragmented post-consumption literature through a service design perspective. The proposed framework offers an analytical foundation for empirical research and interpreting post-consumption service challenges and service design strategies in circular fashion SMEs.