Browsing by Author "Parkkinen, Elli-Maija"

Clothes play an important role in development of person’s identity. Children’s clothes build identi-ties of both children and their parents’. Clothes are one way of communication. Brand clothes might have different message than clothes that you can buy in any store. Some might think that the price and quality go together. Recycling brings another view to cloth’s qualities; how ethical and ecological clothes are. Internet allows people to recycle and interact in any time and place. Children’s clothing, especially branded, might invoke some discussion and opinions amongst par-ents. Children’s brand clothes are fascinating and at the same time those might make you irritat-ed. There are lots of researches about children’s clothing, branding of children’s clothing and par-ents’ consumption to children; conspicuous consumption. Most of the previous studies have been conducted as qualitative interview studies. This study investigates who are recycling children’s brand clothes, what kind of opinions parents have about children’s brand clothes and why they are recycling children’s brand clothes in the internet. This study is a quantitative internet survey. Study method was selected in order to find out how bigger amount of responses reflect the results of previous qualitative studies. Study was made in the tide of 2017 and 2018. Quantitative data was total of 566 answers from which 557 were includ-ed and analyzed with statistical software SPSS 25. In addition to quantitative questions survey had some open questions which gave deeper insight to the results. Results of this study give an insight of how parents, especially mothers are very interested and highly informed about children’s brand clothes. Usage and recycling of children’s brand clothes is seen as an ethical and ecological choice. Parents say that they recycle children’s brand clothes based on their children’s needs. When parents think about usage of brand clothes on other par-ents’ children they think it might be only because they want to be seen.