Digital Thrifting: The Success of 'Pick It'

Abstract

By using Pick It, an online thrift store in Debrecen, Hungary, as a case study, the thesis "Digital Thrifting: The Success of 'Pick It'" investigates how digital marketing can promote sustainable fashion. According to the research, a small local idea was transformed into a successful, community-focused brand through the strategic use of social media, influencer collaboration, and storytelling. Authenticity, emotional branding, and proactive interaction with consumers who appreciated sustainability and uniqueness were the main drivers of Pick It's success. The study emphasises how user feedback and digital tools enhanced operational effectiveness and customer experience. It comes to the conclusion that small, mission-driven companies can grow significantly by integrating technology, sustainability, and community values into their marketing strategy.