Abstract
UK fashion small and medium-sized enterprises (SMEs) face increasing challenges in adopting circular business models transform into sustainable entities. For example, there are limited circular design strategies tailored to such businesses, particularly from a customer perspective. This study explores the role that service design plays in the transition to circular model by focusing on the post-consumption phase and optimising the customer journey within it. Through a systematic literature review and semi-structured interviews with business managers from selected SMEs, current challenges and potential opportunities for leveraging service design strategies are identified. The findings provide practical insights for SMEs wishing to integrate circular economy principles into their business objectives to achieve service-led innovation.