The thesis aimed to research circular economy’s intangible value in the global textile industry. The focus targeted on investigating, how luxury could become a positive input to a circular economy driven brand. The goal was to find and understand different perceptions of business concepts, customers and brands in order to build a notion of circular economy driven luxury fashion brand identity.

Brand identity study was conducted by analyzing brands’ identities key facets. Scrutinizing multiple dimensions of different types of brands, extensive literature review facilitated building knowledge of existing notions of how fashion and luxury brands as well as circular economy’s business concepts are currently perceived by researchers. The new type of concept, which merges circular economy and luxury fashion was built and presented to the research sample in the form of questionnaires, aiming to highlight consumers’ perception’s of the vision brand. Data of four case brands supported building a notion of how vision brand identity could appear.

The theory took major stake of this thesis, where highly topical and new research area is presented, aiming to induce researchers to explore circular economy’s intangible value further. The results showed, that presenting circular economy driven concepts within the consumer research could reveal consumer’s picture facets of vision brand identity, mainly what kind of consumer characteristics brands could reflect if vision brands would emerge in the fashion markets. Understanding circular economy driven concepts, consumer attitudes and behavior, as well as different forms of textile brands (luxury, fashion and premium) connects the theory to the research. Such studies consequently would facilitate branding and communications strategies, but also contribute to marketing studies towards circular economy driven topics.