Szabó-Douat, TeodóraFaria, Marta Maria de Oliveira Galvão Martins2022-11-172022-11-172022-10-26http://hdl.handle.net/10362/145590Dissertation 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.engsustainabilityenvironmental impactreusecircular economyconsumptionmarketing and communication strategiesfast fashionsecond-hand clothessecond-hand clothes’ storessustainable fashionmaster thesis203099150