Opportunities and Threats in the Future Resale Clothing Market
Hokkanen, Otto (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120426118
https://urn.fi/URN:NBN:fi:amk-2020120426118
Tiivistelmä
This thesis explores change of the fashion industry and the movements it generates, now and in the future, through ethical consumption habits and institutional pressures. The opportunities and threats for the future of the resale clothing market will be addressed in particular and in more detail.
Literature review aim to give the reader a comprehensive primer on the basic theories of marketing, business models, consumer behaviour, marketing ethics and overall picture of fashion in a marketing point of view. The topics have been addressed from the perspective of traditional marketing, but also through the nuances of the fashion industry.
This thesis is based on secondary data, scientific articles, company reports and statistics that have been carefully analysed. The future threats and opportunities of the resale clothing market have also been analysed and conclusions made based on the existing and estimated information.
The results of this study show that consumer purchasing decisions are increasingly influenced by information behind the product, such as production, logistics, and company’s policies. In the clothing industry, companies constantly need to balance the financial pressures of shareholders with the ethical and social pressures of institutions. The resale clothing market has been seen greener option in consumer purchase decisions. However, the future resale clothing market and companies also face threats such as pressure to corporate transparency, the placement goal of donated clothing and policy of fashion companies.
Literature review aim to give the reader a comprehensive primer on the basic theories of marketing, business models, consumer behaviour, marketing ethics and overall picture of fashion in a marketing point of view. The topics have been addressed from the perspective of traditional marketing, but also through the nuances of the fashion industry.
This thesis is based on secondary data, scientific articles, company reports and statistics that have been carefully analysed. The future threats and opportunities of the resale clothing market have also been analysed and conclusions made based on the existing and estimated information.
The results of this study show that consumer purchasing decisions are increasingly influenced by information behind the product, such as production, logistics, and company’s policies. In the clothing industry, companies constantly need to balance the financial pressures of shareholders with the ethical and social pressures of institutions. The resale clothing market has been seen greener option in consumer purchase decisions. However, the future resale clothing market and companies also face threats such as pressure to corporate transparency, the placement goal of donated clothing and policy of fashion companies.