The role of fashionability in second-hand shopping motivations. (September 2016)

• Record Type: Journal Article
• Authors: Ferraro, Carla; Sands, Sean; Brace-Govan, Jan
• Is Part Of: Journal of retailing and consumer services. Volume 32(2017)
• Page Start: 262
• Page End: 268
• Publication Date: 2016-09
• Subjects: Second-hand shopping -- Shoppers -- Retail -- Segmentation; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2016.07.006
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: 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.