In a bid to revolutionize the landscape of retail and embrace sustainable consumerism, Finnish department store chain Sokos has joined forces with Emmy to introduce dedicated second-hand clothing departments in its Helsinki flagship store. This groundbreaking initiative, set to launch on March 18th, marks a significant step towards making eco-friendly choices more accessible to everyday shoppers. With sustainability at its core, the collaboration aims to cater to the growing demand for sustainable fashion options among Finnish consumers.
Convenient Shopping
The new second-hand clothing departments in Sokos Helsinki will offer a meticulously curated selection of high-quality clothing and accessories for women, children, and men. Situated on the second and fourth floors, these departments have been designed to provide shoppers with a diverse range of sizes, colors, and styles, ensuring an inclusive shopping experience for all.
Sanna Mäenpää, the store manager, expressed her excitement about assisting customers in discovering their unique style while making environmentally conscious decisions. By integrating second-hand fashion into daily errands, Sokos aims to streamline the process of sustainable shopping, making it more convenient and accessible than ever before.
A Nationwide Effort for Sustainable Consumption
Building upon the success of their partnership, Sokos and Emmy are committed to promoting sustainable consumption on a national scale. With Emmy collection boxes available in all 20 Sokos department stores across Finland, from Porvoo to Rovaniemi, the collaboration seeks to facilitate the purchase and recycling of second-hand fashion throughout the country.
Sienna Kruk, Chief Operating Officer of Emmy Clothing Company Oy, emphasized the potential for growth in the second-hand market, which currently represents only a fraction of Finland’s clothing industry. By expanding their collaboration, Kruk believes they can significantly increase the market for used clothes, contributing to a more sustainable future.
Satu Kattilamäki, HOK-Elanto’s sustainability manager, underscored the importance of promoting the circular economy as part of their responsibility program. By encouraging customers to make sustainable choices, Sokos and Emmy are inviting everyone to join them on the journey toward a new normal in consumption. With a shared vision of fostering a more sustainable society, the partnership aims to inspire individuals to rethink their approach to shopping and embrace a more eco-conscious lifestyle.
Insights from the Consumer Survey
Insights from a recent survey conducted by the S Group shed light on the motivations and challenges faced by Finnish consumers when it comes to buying second-hand clothing. Affordability and sustainability emerged as the primary reasons driving the purchase of second-hand items, with shoppers also valuing the uniqueness and good value for money offered by such purchases. However, challenges such as finding the right sizes, lack of time, and concerns about quality were cited as obstacles to buying second-hand fashion.
The survey also revealed interesting trends in consumer behavior, with young people and women being more likely to purchase second-hand clothing. Moreover, the normalization of sustainable fashion choices among Finns was evident, with nearly 60% of respondents indifferent to whether others know they wear second-hand clothes. This shift in attitude reflects a growing awareness and acceptance of sustainable fashion practices, signaling a positive change in the way individuals approach their shopping habits.
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