Transforming circular fashion in Vietnam: The role of pre-owned markets in sustainable consumption
Published 30-06-2024
Keywords
- Vietnam e-community,
- circular consumption,
- digital transformation,
- pre-owned fashion,
- sustainable consumerism
How to Cite
Copyright (c) 2024 Hong Lan Lam, Donna Cleveland
![Creative Commons License](http://i.creativecommons.org/l/by/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
This paper highlights the transformation of pre-owned fashion into sustainable consumption in Vietnam. It contrasts generational perceptions: older consumers often view pre-owned fashion negatively as reminiscent of overseas charity donations, while younger consumers value these items for their uniqueness, affordability, and as symbols of ‘eco-awareness’, based on observations of local media, two prominent pre-owned fashion platforms, and an online survey of young Vietnamese consumers. The study reveals that online media endorsements by celebrities and the role of social commerce, serving both as a selling platform and e-community, are key factors in transforming pre-owned fashion into sustainable consumption among young Vietnamese consumers. This research enhances the limited English-language literature on Vietnam’s pre-owned fashion industry, illustrating how e-communities can transform responsible consumption among young Vietnamese consumers.
References
- Arrigo, E. (2021). Digital platforms in fashion rental: A business model analysis. Journal of Fashion Marketing & Management, https://doi.org/10.1108/JFMM-03-2020-0044
- Bargeron, S. (2023, June 13). How counterfeits and celebrities are defining China’s growing resale market. Jing Daily. https://jingdaily.com/how-counterfeits-and-celebrities-are-defining-chinas-growing-resale-market/
- Bell, A. (2022, February 3). Second-hand clothing apps give young shoppers new style twist. FT.Com. https://rmitlibraryvn.rmit.edu.vn/discovery/fulldisplay?docid=cdi_proquest_reports_2635820135&context=PC&vid=84RVI_INST:84RVI&lang=en&search_scope=MyInst_and_CI&adaptor=Primo%20Central&tab=Everything&query=any,contains,Second-hand%20clothing%20apps%20give%20young%20shoppers%20new%20style%20twist%20-%20ProQuest&offset=0
- Benissan, E. (2023, April 5). Gen Z will drive explosive growth in second-hand sales, says Thredup. Vogue Business. https://www.voguebusiness.com/sustainability/gen-z-will-drive-explosive-growth-in-secondhand-sales-says-thredup?
- Crouch, C., & Pearce, J. (2012). Doing research in design. Bloomsbury
- Dickenbrok, C. & Martinez, L. F. (2018). Communicating green fashion across different cultures and geographical regions. International Review on Public and Nonprofit Marketing, 15(2), 127–141. https://doi.org/10.1007/S12208-018-0194-6
- Elle (2022, April 20). Elle April 2022 – sustainable living. Elle Vietnam. https://www.elle.vn/tap-chi-phai-dep-elle/elle-thang-04-2022-sustainable-living
- Farra, E. (2020, November 21). 2020 was a big year for old clothes: How vintage, second-hand fashion, and upcycling took off. Vogue. https://www.vogue.com/article/the-year-in-secondhand-vintage-upcycling-sustainable-fashion
- Kantar (2019, March 4). Out now: Vietnam’s insight handbook 2019. Kantar Worldpanel. https://www.kantarworldpanel.com/global/News/Out-Now-Vietnams-Insight-Handbook-2019
- Lam, L., & Watkins, J. (2022). Pre-owned fashion as sustainable consumerism? Opportunities and challenges in the Vietnam market. Journal of Fashion Marketing and Management, 27(4), 577–594. https://doi.org/10.1108/JFMM-03-2022-0067/FULL/XML
- Liang, J., & Xu, Y. (2018). Second-hand clothing consumption: A generational cohort analysis of the Chinese market. International Journal of Consumer Studies, 42(1), 120–130. https://doi.org/10.1111/IJCS.12393
- MacArthur, E. (2021). Circular Design for Fashion. Ellen MacArthur Foundation
- MacArthur, E. (2017). A New Textiles Economy: Redesigning Fashion's Future. Ellen MacArthur Foundation. https://www.ellenmacarthurfoundation.org/publications
- Mohr et al. (2022). A triple-trickle theory for sustainable fashion adoption: The rise of a luxury trend. Journal of Fashion Marketing and Management, 26(4), 640–660. https://doi.org/10.1108/JFMM-03-2021-0060
- Nan, L. (2023, March 29). Brand new or preloved? Gen Z drives surprising boom in second-hand luxury in China. Jing Daily. https://jingdaily.com/preloved-gen-z-drives-boom-second-hand-luxury-china/
- Nayak et al. (2019). The challenges for sustainability marketing approach: An empirical study in Vietnamese fashion SMEs. International Journal of Trade Economics and Finance, 10(4), 104-107. https://doi.org/10.18178/ijtef.2019.10.4.645
- Ryding et al. (2018). Vintage Luxury Fashion: Exploring the rise of the second-hand clothing trade. Palgrave. https://doi.org/10.1007/978-3-319-71985-6_4
- Statista (2022, March 1). Fashion - Vietnam | Statista Market Forecast. Statista. https://www.statista.com/outlook/dmo/ecommerce/fashion/vietnam#demographics%20
- Taylor, E. (2022, May 5). Best clothes rental websites in the UK. The Independent. https://www.independent.co.uk/extras/indybest/fashion-beauty/womens-clothing/best-fashion-rental-service-womens-wardrobe-online-subscription-dress-designer-a9586991.html
- Tran et al. (2022). Eco-friendly fashion among generation Z: Mixed-methods study on price value image, customer fulfilment, and pro-environmental behaviour. PLoS ONE, 17(8). https://doi.org/10.1371/journal.pone.0272789
- Vogue Business (2021, August 20). Gen Z shopping trends uncovered. Vogue Business. https://www.voguebusiness.com/consumers/gen-z-shopping-trends-uncovered-pay-pal
- Wang et al. (2022). Young consumers’ motivations and barriers to the purchase of second-hand clothes: An empirical study of China, Waste Management, 143, 157–167. https://doi.org/10.1016/J.WASMAN.2022.02.019
- World Bank (2024, April 22). Population, male (% of total population). World Bank. https://data.worldbank.org/indicator/SP.POP.TOTL.MA.ZS?locations=vn
- WRAP (2017, July 17). Valuing our clothes: The cost of UK fashion’. WRAP. http://www.wrap.org.uk/content/valuing-our-clothes