Pre-Loved Clothing and Local Fashion Industry: Its Marketability, Sustainability and Challenges

The pre-loved clothing market has emerged as a key player in the ongoing push for sustainability within the fashion industry, presenting a promising alternative to traditional fashion consumption. This qualitative study examined the challenges, marketability, sustainability, and coping mechanisms of pre-loved clothing and local fashion industry in Kalibo, Aklan, Philippines. Data were collected from 15 business owners, seven from pre-loved clothing and eight from local fashion through Focus Group Discussion. It highlighted how these businesses prioritized customer satisfaction, personalized service, adaptability, and sustainability to foster trust and loyalty. The key strategies, both in the local and pre-loved, included offering loyalty programs, flexible pricing, targeted advertising through social media, and leveraging word of mouth and referrals to expand their reach. The study also underscored the importance of maintaining high quality products, staying updated with trends, and forming strategic partnerships with suppliers and collaborators. Challenges faced by these businesses included sourcing reliable suppliers, managing quality inconsistencies, addressing customer expectations, and retaining skilled staff. To address these challenges, respondents identified coping mechanisms such as offering discounts and special offers, utilizing social media for targeted advertising, seeking financial support through loans, and providing personalized services to strengthen customer relationships. The result revealed the resilience and adaptability of small businesses in navigating the dynamic and competitive fashion industry while reflecting the growing acceptance of secondhand fashion and the shift toward sustainability. By integrating effective marketing strategies with innovative solutions to challenges, the local fashion and pre-loved clothing industry demonstrated significant potential for growth and long-term success in a rapidly changing marketplace.