The role of fashionability in second-hand shopping motivations

Carla Ferraro, Sean Sands and Jan Brace-Govan

Journal of Retailing and Consumer Services, 2016, vol. 32, issue C, 262-268

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.

Keywords: Second-hand shopping; Shoppers; Retail; Segmentation (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (32)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:32:y:2016:i:c:p:262-268

DOI: 10.1016/j.jretconser.2016.07.006

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