Effects of Used Garment Collection Programs in Fast-Fashion Brands

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.