Effects of used garment collection programs in fast-fashion brands
Journal
Sustainable Fashion Supply Chain Management: From Sourcing to Retailing
Pages
183-197
ISBN
9783319127033; 9783319127026
Date Issued
2015
Author(s)
Abstract
This research aims to investigate the fast-fashion brands??recently implemented used garment collection (UGC) scheme. It examines the effects brought by the UGC programs on brand awareness and image building of fast-fashion companies. A convenience sampling based consumer survey is conducted for this study. The statistical results reveal that the UGC scheme offered by fast-fashion companies is correlated to brand awareness and brand image. The findings imply that fast-fashion retailers can employ the used apparel collection program as a marketing scheme to help establish their own green brand image. This measure also enhances the fast-fashion retailers??brand positioning and their competitiveness in the market. ? Springer International Publishing Switzerland 2015.
Publisher
Springer International Publishing
Type
book part