Effects of used garment collection programs in fast-fashion brands

Tsan Ming Choi; Shu Guo; Sheron Suet Ying Ho; Wing Yan Li

doi:10.1007/978-3-319-12703-3_10

Effects of used garment collection programs in fast-fashion brands

Tsan Ming Choi, Shu Guo, Sheron Suet Ying Ho, Wing Yan Li

The Hong Kong Polytechnic University

Research output: Chapter in book / Conference proceeding › Chapter in an edited book (as author) › Academic research › peer-review

4 Citations (Scopus)

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.

Original language	English
Title of host publication	Sustainable Fashion Supply Chain Management
Subtitle of host publication	From Sourcing to Retailing
Publisher	Springer International Publishing
Pages	183-197
Number of pages	15
ISBN (Electronic)	9783319127033
ISBN (Print)	9783319127026
DOIs	https://doi.org/10.1007/978-3-319-12703-3_10
Publication status	Published - 1 Jan 2015

ASJC Scopus subject areas

Economics, Econometrics and Finance(all)
General Business,Management and Accounting

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10.1007/978-3-319-12703-3_10

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Effects of used garment collection programs in fast-fashion brands. / Choi, Tsan Ming; Guo, Shu; Ho, Sheron Suet Ying et al.
Sustainable Fashion Supply Chain Management: From Sourcing to Retailing. Springer International Publishing, 2015. p. 183-197.

Research output: Chapter in book / Conference proceeding › Chapter in an edited book (as author) › Academic research › peer-review

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Effects of used garment collection programs in fast-fashion brands

Abstract

ASJC Scopus subject areas

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