[en] Today's society is dominated by a linear system of consumption and production, which has caused major environmental and social challenges, including the depletion of natural resources and climate change. This research work delves into the circular economy model and the potential alternative of upcycling, the main objective is the analysis of the viability and effectiveness of this model in the fashion industry, evaluating its challenges and economic benefits, environmental and social. The work has been developed following an inductive approach with qualitative methodology, a review of the literature has been carried out to end with a qualitative investigation, using the case method as a tool. After the bibliographical review of the circular economy as well as the theoretical framework, on the one hand, an analysis of consumer behavior has been carried out, determining their motivations and purchase barriers in this business model and concluding with the elaboration of the consumer profile. upcycling consumer. On the other hand, a case study of three brands has been carried out, Elvis & Kresse, RE/DONE and The Renewal Workshop; brands whose business model is focused on this practice and which generate sales internationally. The objective of the case study is to study their viability on a global scale, in addition to analyzing the business idea of each of them in a structured way to understand it and shape their plan. The study carried out has made it possible to identify a specific consumer profile: young and with a well-defined social base, mostly women with a high socioeconomic status, educational level and great environmental awareness. In addition, the analysis of the data obtained reveals that these upcycling companies are not only viable, but also demonstrate great profitability. They even outperform traditional companies in terms of financial performance, offering opportunities for growth and success. By understanding the preferences and behaviors of the target consumer, companies can strategically position themselves to meet the demands of an increasingly conscious and demanding market in terms of sustainability.

[gl] A sociedade actual está dominada por un sistema lineal de consumo e produción, o que provocou grandes desafíos ambientais e sociais entre os que se atopan o esgotamento dos recursos naturais e o cambio climático. O presente traballo de investigación adéntrase no modelo da economía circular e na potencial alternativa do upcycling, o principal obxectivo é a análise da viabilidade e efectividade deste modelo na industria da moda, avaliando os seus retos e beneficios económicos, ambientais e sociais. O traballo desenvolveuse seguindo un enfoque inductivo con metodoloxía cualitativa, realizouse unha revisión da literatura para finalizar cunha investigación cualitativa, utilizando como ferramenta o método de casos. Tras a revisión bibliográfica da economía circular así como o marco teórico, por unha banda, levouse a cabo unha análise do comportamento do consumidor, determinando as súas motivacións e barreiras de compra neste modelo de negocio e concluíndo coa elaboración do perfil de consumidor upcycling. Por outra banda levouse a cabo un estudo de caso de tres marcas, Elvis & Kresse, RE/DONE e The Renewal Workshop; marcas cuxo modelo de negocio céntrase nesta práctica e que xeran vendas a nivel internacional. O obxectivo do caso de estudo é estudar a súa viabilidade a escala global, ademais de analizar de forma estruturada a idea de negocio de cada unha delas para comprendelo e plasmar o seu plan. O estudo realizado ha permitido identificar un perfil de consumidor específico: xove e cunha base social ben definida, na súa maioría mulleres cun alto status socioeconómico, nivel educativo e unha gran conciencia ambiental. Ademais, a análise dos datos obtidos revela que estas empresas upcycling non só son viables, senón que tamén demostran unha gran rendibilidade. Mesmo superan ás empresas tradicionais en termos de desempeño financeiro, ofrecendo oportunidades de crecemento e éxito. Ao comprender as preferencias e comportamentos do consumidor obxectivo, as empresas poden posicionarse estratexicamente para satisfacer as demandas dun mercado cada vez máis consciente e esixente en termos de sustentabilidade.