Effects of used garment collection programs in fast-fashion brands

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

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic researchpeer-review

4 Citations (Scopus)


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 languageEnglish
Title of host publicationSustainable Fashion Supply Chain Management
Subtitle of host publicationFrom Sourcing to Retailing
PublisherSpringer International Publishing
Number of pages15
ISBN (Electronic)9783319127033
ISBN (Print)9783319127026
Publication statusPublished - 1 Jan 2015

ASJC Scopus subject areas

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


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