Reusing Garments : An investigation of influencers to return used garments

Abstract: Background: A sustainable economy becomes more and more important for most parts of the society. Especially the fashion industry is being criticized for wasting resources and being non-sustainable. Therefore, some textile producers started to implement programs that are aiming on a reuse of garments. Aims of research: The purpose of this research is to discover how customers can be motivated to return unwanted garments, also considering possible hindering factors. To gather this information it is necessary to build a theoretical framework with customer-based theories. The thesis explored how a second hand multi-brand retailer can take active action in encouraging customers to return unwanted textiles. Method: This research was conducted as an inductive qualitative research. The data was gathered through semi-structured interviews with several second hand retailers. The analysis was carried out following the Giogia method. Results: The thesis revealed that the garment disposal behavior is affected by various influences. Influences on the disposal behavior of garment consumers are personal values and believes. The dispose of unwanted garments is often influenced by an ease of handling and the same behavior is followed over the years simply because individuals are used to a certain garment disposal behavior. The largest hindering factors why customers do not return garments to retailers are caused by a lack of information as well as insufficient transparency. This behavior can be affected by second hand retailers by providing improved communication and a motivation to return garments by offering benefits for the customer. The size of the company does not play a major role.