Circular fashion without borders: hybrid internationalization and omnichannel management of global circular models

Abstract

This review systematically examines the role of circular fashion in transforming hybrid omnichannel models in the textile sector to identify its contributions, opportunities, and challenges. The search was conducted in Scopus and included 36 articles published between 2023 and 2025, focusing on the circular economy, digitalization, blockchain, artificial intelligence, omnichannel marketing, and ethical governance. The results show that integrating emerging technologies and hybrid strategies improves traceability, operational efficiency, transparency, organizational resilience, and the personalization of the consumer experience, while also contributing to waste and emissions reductions in the textile value chain. Progress is also evident in business model innovation, sustainable marketing, and inter-firm collaboration. However, cultural, financial, regulatory, and technological barriers persist, as well as limited acceptance of repurposed products in certain consumer segments, particularly in emerging economies. Although the evidence highlights a high transformative potential, further empirical studies, the development of common circularity metrics, and an analysis of the role of governance and public policy are recommended.