The Role of Digital Marketing in Promoting Second-Hand Clothing : a case study of UFF in Finland

Abstract

The aim of this study was to investigate how digital marketing tools are used to promote second-hand clothing with reference to the case study of UFF in Finland. While the second-hand clothing market has been expanding and many potential customers are concerned regarding the hygienic condition, quality, and social stigma associated with second-hand clothing. This study also investigated how UFF utilizes digital channels to address these types of concerns to shape consumer perception, to create an environment which promotes sustainable clothing options, and to develop more sustainable clothing behaviors in the Finnish context.

A mixed method approach was applied for this research; it used a qualitative case study methodology supported by quantitative survey data. The empirical data collection was based on a structured interview questionnaire sent through email to the marketing team at UFF, a digital content analysis of UFF's social media platform and website, and on an online survey completed by 67 residents in Helsinki. The qualitative data was analyzed by thematic analysis while a descriptive statistical method was used to analyze the survey data. Collectively, these two methodologies afforded a complete overview of how UFF formulates, implements and assesses its digital marketing activities.

The study found that UFF mainly relies on owned and earned media platforms, particularly Instagram, Facebook and its own website, to take messages related to sustainability, to showcase the images of second-hand clothing being styled, and to provide additional information related to the sorting process and quality assurance procedure related to second-hand clothing items. Second-hand shopping is shaped in various distinct manners by digital content. It reduces fear of second-hand purchases, shows that retailers are concerned for both the environment and also the society, and creates a second-hand shopping community through digital interactions. The second-hand shopping survey data shows second-hand clothing is viewed positively by most respondents, while they also see the positive impact on the environment of purchasing second-hand clothing. However, there remains an undercurrent of concern among some respondents regarding the cleanliness of second-hand clothing and the perception of second-hand shopping as socially unacceptable. Based on these results, the author suggests second-hand retailers could build upon their current digital marketing by posting regularly, providing more detailed explanations of how they sort and check the quality of second-hand produce, and partnering with a few of selected influencers to provide more visibility to second-hand shopping and sustainability associated with it.