Purpose: The purpose of this research is to explore suitable end-of-life strategies for fashion retailers of custom-made products after they have been returned by the customer, by analysing and evaluating these strategies, and how to implement and conclude the viability of these.

Method: The study follows an abductive explorative case study method. The exploratory design is structured as follows; a literature review is carried out, followed by interviews for collecting empirical data, which is analysed with the help of a conceptual framework. Thereafter, secondary data is collected to create an overview of the real-world context in the form of end-of-life strategies implemented by fashion retailers. Finally, the case was tested within a new proposed framework.

Findings: The findings demonstrate the importance of the core values of the companies and inherent to that, the product characteristics and design in the decision-making of a suitable end-of-life strategy. For that reason, a second phase of data collection based on secondary data was implemented and juxtaposed the first finding from the interviews. The main insight this paper shows is that resell “as it is”, which is a common end-of-life strategy for regular fashion retailers, is a conflicting strategy for retailers of custom-made clothing. Introducing an adapted version of the Sustainable Value Analysis Tool as a conceptual framework gave a better insight in how to approach and analyse suitable end-of-life strategies and shows the relation between these parameters.

Originality: It is difficult according to the findings of this study to conclude a generalisable, one-size-fits-all end-of-life strategy for returned custom-made products. However, the introduction of an adapted version of the Sustainable Value Analysis Tool can serve a purpose for all fashion retailers in this transformation process and which is not limited to fashion retailers of mass customised clothing.