I analyzed the preliminary SWOT model of using influencers to encourage millennials and gen-z in Shanghai to embrace secondhand clothing, compared to how the UK treats used clothing.
STRENGTHS
- Social media holds significant influence in China. Comparing data from both countries, the UK and China have different approaches to handling used clothing. Past interventions have revealed that the majority of the younger generation in the UK frequently donates used clothing. However, there isn’t a strong awareness among China’s younger generation. Therefore, leveraging the widespread influence of social media and utilizing influencers on platforms can swiftly reach the target audience when promoting secondhand clothing.
- The cooperation with influencers offers greater flexibility in today’s Chinese market. Compared to the approach towards used clothing in the UK, leveraging current social media platforms allows for flexible and extensive dissemination to increase awareness about secondhand clothing without considering specific locations and more.
- The acceptance among young people would likely be higher. Compared to the traditional donation model of charities in the UK, Shanghai’s younger generation might be more open to embracing new and trendy fashion concepts. Therefore, leveraging social media influencers to promote secondhand clothing could potentially be more effective.
WEAKNESSES
- In the long-term perspective, there might develop an excessive dependence on influencers. Undeniably, influencers possess significant influence on social media, but if disagreements arise during future collaborations and lead to termination, the consequences could be irreversible.
- Potential inherent biases exist. In comparison to the UK, where historical periods like the two World Wars involved collecting used clothes to aid the country during hardship, in China, wearing secondhand clothes often signifies poor quality and denotes lower socioeconomic status. Some young individuals may hold negative biases against secondhand clothing, which could impact their acceptance of influencer endorsements.
- The intervention of using influencers to promote secondhand clothing as an alternative to outright disposal hasn’t undergone sufficient testing and lacks a commercial framework.
OPPORTUNITIES
- Education and awareness enhancement. Through the educational campaigns led by influencers, it contributes to increasing awareness among young people about secondhand clothing and helps dispel negative perceptions.
- Innovative marketing strategies. Leveraging innovative marketing strategies on social media platforms can lead to a more environmentally friendly and sustainable fashion concept.
- Spreading the concept of secondhand clothing rapidly through Chinese social media. Compared to the traditional charity model in the UK, the younger generation in present-day Shanghai, China, can widely and swiftly propagate the idea of secondhand clothing.
THREATS
- Competitive impact. The strong commercial influence in China’s fashion industry might overshadow the efforts of influencers promoting secondhand clothing.
- The secondhand clothing sectors in China haven’t received much attention. While secondhand clothing has seen some traction in recent years, primarily driven by returning students from overseas, there’s still a lack of supportive policies. The uncertainty remains regarding whether this field can take root in China.
- Changes in algorithms and social media platform policies. The algorithms and policies of social media platforms are continually evolving. This can impact how much audience exposure influencer content receives and may even lead to certain influencers facing platform restrictions, affecting their influence and outreach capabilities.