An Exploratory Study of Consumer Engagement Strategies in Secondhand Business Models in the Fashion Industry

Tsitsi Tandiwe Tuakli-Katerere

Student thesis: Master thesis

Abstract

The aim of this study was to explore how secondhand business models in the fashion industry can divert more post­consumer textile waste away from landfills, and into the secondary market. The literature on the subject indicates that secondhand business models rely heavily on customer participation. This is because consumers must play the dual role of buyer and supplier in the secondary clothing market for its continued growth and success. The research confirms the significance of consumer engagement in secondhand business models, as well as the need to educate consumers about clothing reuse. This study highlights the importance of execution in a secondhand business to ensure that it has a positive effect on clothing consumption. It also finds that these business models are not inherently better for the environment. In addition, this study made evident the need for further research on effective ways to educate and engage fashion consumers in the sustainable consumption of clothing.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2016
Number of pages105
SupervisorsRobin Holt