Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase

Detalhes bibliográficos
Autor(a) principal: Faria, Marta Maria de Oliveira Galvão Martins
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/145590
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchasesustainabilityenvironmental impactreusecircular economyconsumptionmarketing and communication strategiesfast fashionsecond-hand clothessecond-hand clothes’ storessustainable fashionDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceFashion is one of the sectors that has increased in relevance over time while also increasing its environmental effect. Implementing the circular economy contributes to improved resource management and a more sustainable way of living. Second-hand clothing (SHC) businesses are now popular across the world, but it's unclear why their popularity hasn't grown as rapidly in Portugal. This study looks at what SHC is doing in Portugal as a marketing and communication way to achieve consumer preference for this mode of consumption. It's critical to evaluate and research what's now being done so that it might be improved and readjusted in the future. An experiment was done from the consumer's point of view, which included the creation of several potential campaigns with various focuses to assess the public's reaction and adherence. The findings are used to test the proposed model and suggest that there is a difference between those who have previous experience in this type of consumption and those who have never bought, so we should segment them differently. For those who have never bought SHC, the strategies should reflect the economic benefits that this model of consumption brings and the environmental impacts. Those who already have previous experience, are not as impacted by the type of campaigns presented, but the emphasis on low prices will also be beneficial. There is a clear urgency to re-educate consumers to think about their decision process in fashion consumption in Portugal, it is necessary to start gathering and reconciling the strategies used by better-known brands, and even fast fashion brands, to introduce this concept to the Portuguese shoppers.Szabó-Douat, TeodóraRUNFaria, Marta Maria de Oliveira Galvão Martins2022-11-17T18:05:58Z2022-10-262022-10-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/145590TID:203099150enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:26:08Zoai:run.unl.pt:10362/145590Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:52:10.036835Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
title Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
spellingShingle Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
Faria, Marta Maria de Oliveira Galvão Martins
sustainability
environmental impact
reuse
circular economy
consumption
marketing and communication strategies
fast fashion
second-hand clothes
second-hand clothes’ stores
sustainable fashion
title_short Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
title_full Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
title_fullStr Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
title_full_unstemmed Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
title_sort Analyzing the communication and marketing strategies used by second-hand stores in Portugal and their influence in the adoption of second-hand clothes purchase
author Faria, Marta Maria de Oliveira Galvão Martins
author_facet Faria, Marta Maria de Oliveira Galvão Martins
author_role author
dc.contributor.none.fl_str_mv Szabó-Douat, Teodóra
RUN
dc.contributor.author.fl_str_mv Faria, Marta Maria de Oliveira Galvão Martins
dc.subject.por.fl_str_mv sustainability
environmental impact
reuse
circular economy
consumption
marketing and communication strategies
fast fashion
second-hand clothes
second-hand clothes’ stores
sustainable fashion
topic sustainability
environmental impact
reuse
circular economy
consumption
marketing and communication strategies
fast fashion
second-hand clothes
second-hand clothes’ stores
sustainable fashion
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2022
dc.date.none.fl_str_mv 2022-11-17T18:05:58Z
2022-10-26
2022-10-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/145590
TID:203099150
url http://hdl.handle.net/10362/145590
identifier_str_mv TID:203099150
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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