TY - JOUR
T1 - The role of fashionability in second-hand shopping motivations
AU - Ferraro, Carla
AU - Sands, Sean
AU - Brace-Govan, Jan
PY - 2016/9
Y1 - 2016/9
N2 - Second-hand consumption has been quietly undergoing a makeover in recent years. As part of this shift, the concept of shopping for second-hand goods has been redefined. In today's retail marketplace, a mix of thrift stores, high-end stores, and online retailers are recognising the value of second-hand and hosting flea markets or launching their own vintage product collections. However, limited research attention has been paid to role of 'fashionability' as a motivation for consumers to shop for second-hand goods. In this study, we explore modern consumer second-hand shopping behaviour and motivations, inclusive of fashionability. Through a segmentation of second-hand store shoppers, we identify four distinct segments. While we find a polarisation of fashionability motivations, the vast majority (83%) of second-hand shoppers are driven by fashion when shopping in second-hand stores. The findings present several implications for second-hand retailers, including new ways to expand their customer base by tapping into elements of fashionability.
AB - Second-hand consumption has been quietly undergoing a makeover in recent years. As part of this shift, the concept of shopping for second-hand goods has been redefined. In today's retail marketplace, a mix of thrift stores, high-end stores, and online retailers are recognising the value of second-hand and hosting flea markets or launching their own vintage product collections. However, limited research attention has been paid to role of 'fashionability' as a motivation for consumers to shop for second-hand goods. In this study, we explore modern consumer second-hand shopping behaviour and motivations, inclusive of fashionability. Through a segmentation of second-hand store shoppers, we identify four distinct segments. While we find a polarisation of fashionability motivations, the vast majority (83%) of second-hand shoppers are driven by fashion when shopping in second-hand stores. The findings present several implications for second-hand retailers, including new ways to expand their customer base by tapping into elements of fashionability.
KW - Retail
KW - Second-hand shopping
KW - Segmentation
KW - Shoppers
UR - http://www.scopus.com/inward/record.url?scp=84979200785&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2016.07.006
DO - 10.1016/j.jretconser.2016.07.006
M3 - Article
AN - SCOPUS:84979200785
SN - 0969-6989
VL - 32
SP - 262
EP - 268
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -