The expansion of fashion second-hand market Rebranding of Humana Portugal

• Autor(a) principal: Oliveira, Julia Queiroz de
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.6/14211
• topic: Design de Moda; Economia Circular; Reposicionamento de Marca; Segunda Mão; Sustentabilidade; Domínio/Área Científica::Humanidades::Artes:: Branding::Design de Moda

The current linear model of production in the fashion industry results in significant waste and resource depletion. To address these challenges, the concept of the Circular Economy is growing and aim to create a sustainable and closed-loop system by prolonging the lifespan of garments and retaining the value of products and materials. One of the strategies for reducing end-of-life clothing waste is to extend the life of the product by maximizing the use of high-quality items in the second-hand market. In recent years, this market has grown, and second-hand clothing retailers have emerged both physically and online. In this manner, this thesis explores the potential of rebranding in the context of the fashion resale sector, with a focus on Humana Portugal as a case study. The emergence of online shops and growing concerns about the environmental impact of the fashion industry have led to an increased appreciation for the second-hand fashion market. Using the branding principles outlined by Kotler and Aaker, this thesis proposes a rebranding process for Humana Portugal to enhance brand awareness, establish a stronger bond with Gen Z consumers, and capitalize on the growing resale trend. By utilizing established marketing and branding theories, the project aims to generate value for the Humana Portugal and provide insights for other fashion brands considering rebranding in the future. Additionally, this research contributes to the understanding of the role of rebranding in promoting expansion in the fashion resale sector and fostering sustainability in the fashion industry.