Face-to-Face Communication as A Tool to Support Second-Hand Fashion Sales: A Field Experiment at Fashion Week in Berlin

Nicole Stein, Stefan Spinler and Helga Vanthournout
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Nicole Stein: Wuppertal Institute for Climate, Environment and Energy, 42103 Wuppertal, Germany
Stefan Spinler: WHU—Otto Beisheim School of Management, 56179 Vallendar, Germany
Helga Vanthournout: Wealth of Flows Consulting Ltd, Hong Kong SAR

Sustainability, 2020, vol. 12, issue 5, 1-12

Abstract: We conducted a random allocation experiment at fashion week in Berlin in 2017, testing how face-to-face (f2f) communication affects sales of a fashion start-up focusing on second-hand. The experiment revealed that 11% of guests of an f2f event afterwards turned paying customers with an average basket size 11.8% higher than the overall sales event average. We add insights to research on entrepreneurial practice as well as on offline operations in the context of circular consumption in fashion, exposing the leveraging effect of f2f communication for customer acquisition and revenue of start-ups in the field of sustainable fashion.

Keywords: second-hand fashion; field experiment; fashion week; face-to-face-interaction; event marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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