A Growing Market for Second-Hand Products: Environmental Concerns and Economic Constraints - Literature review Example

A quick scan of the current marketing and textiles first as separate industries and as fashion market variables can be used to assess the position of online market for second hand brands in the UK. It is certain that the circumstances of the prevailing economic environment by large determine the attributes of the market, particularly with regard to shaping up demand and supply as the main forces of individual markets. According to MagnaGlobal (2011, p1), the global forces on economies are recuperating from the recent economic crisis that emanated from the collapse of the real-estate markets in the US. It is also reported that the performance of certain economies particularly in Asia though, continued to thrive over the crisis while the rest of the world experienced difficulties. According to (PWC, 2010, p20), apparel markets have been struggling in the Western economies while emerging markets have recorded growth, especially the lower-end segments which also influences their marketing patterns. Perhaps one region fitting into this description is the Eurozone that continues to suffer from an extension of economic crisis that rapidly evolved to take the shape of credit uncertainties. Despite the autonomy of the UK as an economy surviving outside the Eurozone, several developments in the Eurozone have an impact on many of UK’s market forces under the macroeconomic analysis (Easey, 2009, p35). Alves et al. (1995, p426) reckon that under such an environment of economic constraints, it is obvious that the most preferential economic realignment involves cutting down on costs. In terms of advertising, there are several alternatives from which the second hand marketers can relocate to. Apparently, the internet has proved to be one of the cheapest advertising platforms for advertising virtually every product. Within the context of the UK second hand fashion marketers dragged into the market conditions within the Eurozone, online marketing provides an invaluable option to cut down on operation costs. According to Alves et al. (p427), there had been a certain level of stigma in the developed economies against the use of second hand apparel but it is fast eroded through the changing of times. Social, Technological and Environmental Factors Affecting the Apparel Market As an illustration, the social media on the internet has diversified the consumer preference which has worked well in terms of improving the marketing of second hand fashion products. Supporting evidence from the UK online markets for second hand fashion is provided by Jack (2009, para.1). According to the author, recent trends of sales at two of the leading second hand supply outlets with an online presence indicate growth that can easily be associated with the economic difficulties in the UK and in the Eurozone. The social aspects of the clothing industry may however be the determining factor in the performance of the UK’s second hand fashion market due to the convergence of socioeconomic considerations that online shopping attracts (Gorowek 2011, p75). Sustainable Productivity Allwood et al. (2006) present a different concept of growing second hand apparel trajectories as motivated by industrial campaigns in the UK on the need for sustainable production and industries. The authors reckon that the textile industries present one of the most sensitive industrial productions whose interaction with material use may have a direct impact on the environment. From a conservationist’s perspective, production into the future may therefore be determined by economic and environmental campaigns geared towards control and reduction of associated negative impact. Environmental Conservation The fact that the UK is a major global stakeholder on environmental topics, industrial production in textile industries is likely to be inclined on reusable textile products. Similar opinion is held by Thomas (2003, p69) who proposes that the availability of alternative to increase material efficiency can adopt reuse of textile products through different approaches. One of the alternatives given by the author include the use of technology in order to make second hand products presentable and competitive in the market such as improved lifetime, branding as well as marketing. Use of Technology Perhaps one of the most powerful second hand marketing improvements is on utilisation of technology which ranks online marketing among the preferred options. Allwood et al. (2006, p8) also present the international trade regulations for the textile industry which may affect the general operation of new textiles forcing the market to adopt second hand products. As an illustration, the domination of world cotton market by the US and China presents mixed fortunes to various players in the international market, which brings uncertainties in the textile industry. Allwood et al. (p11) also reckon that the shift of the UK’s fortunes in the clothing and textile market from a dominant figure in the 19th century to a lesser player today leaves it as a designer than a producer. Designing in this respect includes a special focus on recycling with players such as those under the Textile Recycling Association making invaluable contribution to the second hand market (Allwood et al. p12). Traditional Versus Online Marketing Marketing alternatives on the other hand have experienced a dramatic shift from traditional options to the modern technology based alternatives such as the online options. As mentioned above, cost factors amid difficult economic times in Europe and around the world may force fashion markers to adopt cheaper alternatives for business sustainability. The internet has presented one of the most effective consumer friendly marketing alternatives in the 21st century (Kurtz 2010, pA-24). According to the author, marketing strategies that are responsive of the fashion preferences that must be sensitive of the consumer behaviour almost finds it inevitable to employ online marketing. Preference for Online Shopping Online marketing in the recent developments has been favoured by social aspects of the internet that effectively presents certain consumer trends that embrace the internet as a fashionable and convenient marketing outfit (Verdict 2011). According to Rajagopal (2010, p5), social interactions influence several consumer behaviour aspects and the heavy socialisation inclination of the internet is important in the determination of the fortunes of second hand fashion products. The author reckons that the effectiveness with which the internet provides product accessibility to shoppers not only enhances the second hand product acceptability but also contributes to cost effectiveness (Rajagopal 2010, p26). Easy shopping presented by the online platforms for apparel products captures the mood of the internet loving consumers in the contemporary market (Kurtz 2010, p124). A rare attraction to consumers that makes online shopping for fashion products is perhaps contributed by the presence of consumer friendly services upon enquiries such as credit incentives, deliveries, shopping links as well as motivation (Rajagopal 2010, p27). The UK market is particularly likely to be attracted to the several social attributes of the online market presence for various second hand fashion suppliers. Preference for Physical Shopping Despite the general growth in the online marketing alternatives for fashion products in the UK and across the world, Easey (2009, p42) reckons that there are inherent factors that do not favour its preference across the market. Consumer preference issues in the clothing and textile products are more sensitive and inclined to physical shopping than virtual platforms such as those presented by online presence. The author highlights certain aspects of clothing and textile shopping that may force customers to stick to the conventional physical visitation of the outlets. Such attributes as tactile assessment of garments particularly with respect to the possible compromising context of second hand products may be associated to below average use of this platform for such shopping. Closely related evidence is supported by the work conducted by Ha and Im (1996, p346) on the likelihood of apparel shoppers to leave the online advertising websites even before making a purchasing decision. Appropriate design of the adverts may however enhance the consumer uptake of the products on offer. According to Rowley (2009, p348), it is possible to facilitate a perfect online branding that captures consumer interests favourable to second hand products marketing. Conclusion It is evident that there is a growing market for second hand products, clothes especially. The attitude previously adopted in respect of second hand clothes has changed considering economic constraints. Previously, second hand products, clothes mainly, were assumed to be best fit for African countries. Today, the products are gaining more and more acceptance in the UK, thanks to change of attitude, environmental concerns and economic constraints. The Internet has transformed the way trade is done across the world. Online purchases are common today, some products being traded in this respect being second hand clothes. While there is growing interest in respect of purchase on second hand clothes online, it is also established that many customers prefer to have a physical touch of the products they wish to buy. This fact has affected the acceptance of online purchases when it comes to buying second hand clothes in the UK. References Allwood, J. M., Bocken, N. M., Laursen, S. E. & Rodriguez, C. M. (2006) Well Dressed? The Present and Future Sustainability of Clothing and Textiles in the United Kingdom. Cambridge, UK: Cambridge University Press Alves, B., Hopkins, M., McGee, K., Rucker, M. Sypolt, T. & Watada, M. (1995) “Factors influencing consumer initiation of second hand markets”, in Hansen, F. European Advances in Consumer Research Vol. 2, Provo, UT: Association of Consumer Research Doherty, N. F. (1999) Cyber Retailing in the UK: the Potential of the Internet as a Retail Channel, International Journal of Retail and Distribution Management, vol. 27, no. 1, pp. 22-36 Easey, M. (2009) Fashion marketing, Oxford, UK: John Wiley & Sons Eid, R. (2005) International Internet Marketing: A Triangulation Study of Drivers and Barriers in the Business-to-Business Context in the United Kingdom, Marketing Intelligence & Planning, vol. 23, no. 3, pp. 266-280 Gorowek, H. (2011) Social and Environmental Sustainability in the Clothing Industry: A Case Study of Fair Trade Retailer, Social Responsibility Journal, vol. 7, no. 1, pp. 74-86 Ha, Y. & Im, H. (2011) The Effect of Perpetual Fluency and Enduring Involvement on Situational Involvement in an Online Apparel Shopping Context, Journal of Fashion Marketing and Management, vol. 15, no. 3, pp.345-362 Jack, L. (2009) From rags to riches, [Online] Available from [Accessed 16 January 2012] Joergens, C. (2006) Ethical Fashion: Myth or Future Trend? Journal of Fashion Marketing and Management, vol. 10, no. 3, pp. 360-371 Kim, Y. & Hiller, C. (2011) Exploring Consumers' Perceptions of Eco-Conscious Apparel Acquisition Behaviours, Social Responsibility Journal, vol. 7, no.1, pp. 61-73 Kurtz, D. (2010) Contemporary Marketing, Mason, OH: Cengage Learning Laukkanen, T. (2007) Customer preferred channel attributes in multi-channel electronic banking, International Journal of Retail & Distribution Management, vol. 35, no. 5, pp. 393-412 MagnaGlobal (2010) 2011 Advertising forecast, [Online] Available from [accessed 16 January 2012] Marciniak, R. (2004) Identification of UK Fashion Retailer Use of Websites, International Journal of Retail & Distribution Management, vol. 32, no. 8, pp. 386-393 Pan, B. (2006) A Mass Customised Supply chain for the Fashion System at the Design-Production Interface, Journal of Fashion Marketing and Management, vol. 10, no. 3, pp.345-359 PWC (2010) Glimmers amid the gloom: the outlook for the retail and consumer products in the emerging markets, [online] Available from [accessed 16 January 2012] Rajagopal (2010) Consumer culture and purchase intentions towards fashion apparel, [Online] Available from [Accessed 16 January 2012] Reynolds, J. (1997) Retailing in Computer-Mediated Environments: Electronic Commerce across Europe, International Journal of Retail & Distribution Management, vol. 250, no. 1, pp. 29-37 Rowley, J. (2009) Online Branding Strategies of UK Fashion Retailers, Internet Research, vol. 19, no. 3, pp.348-369 Thomas, V. (2003) Demand and Dematerialization Impacts of Second Hand Markets, Journal of Industrial Ecology, vol. 7, no. 2, pp. 65-78 Verdict (2011) The Future of Convenience Retailing in Europe, Available from http://www.datamonitor.com/store/Product/health_and_beauty_retail_in_europe_market_size_retailer_strategies_and_competitor_performance?productid=DMVT0573 [Accessed 24 January, 2012] Hi, I satisfied with the work, but my tutors have some comments.   1. can you make it into several sections with subtile. 2. this is my first part of my LR, if you can add a summary for this part, it will be better. 3. if you can find some resources from Verdict or Mintel as reference Another things is I prefer ask you to finish my whole LR, thus I need to fill the oder form. can you give me your writer reference number? Read More