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En andra chans: en överblick av secondhandkläders marknad
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
A second chance : an overview of the secondhand clothing market (English)
Abstract [en]

In our globalized society massconsumption is widespread. However there is a trend showing that people are starting to re-use clothes instead of buying newly produced garments. Reasons for buying secondhand clothing are many. During the 1950s people strived to look like everyone else but in the 1960s this changed. Subcultures grew stronger. People wanted to separate themselves from the masses. Secondhand clothing became a way to show individuality. The development of secondhand clothing has been fairly slow until about 10 years ago when a shift in attitudes happened. The growing awareness of the environment has contributed to the expansion of the secondhand market. Press and media’s focus on how the textile industry has affected the environment has made people aware of the consequences. This has led to an increased transparency for the commercial companies, but it has also increased the interest for secondhand clothing. In a society where values like individuality and authenticity has become more important than ever before the secondhand market fills a need. The customers’ strive to be unique can be satisfied by providing garments that are one-off pieces. The secondhand market is yet rather unexplored. We became interested in finding out who the actors on the secondhand market are and how they run their businesses. The problem that the study is based upon is; What is the business model for secondhand clothing? In this study the business model is defined as the way a company organizes their resources to create business. To answer our question we did a field study in Buffalo, New York State (USA). The reason for choosing Buffalo was that the city has an interesting economical background and a relatively large variety of secondhand shops. Buffalo lost its heavy industry during the 1960s and 1970s. Because of that, the population declined. Parallels have been drawn between Buffalo as a “secondhand city” and the secondhand market. The study has had a qualitative method of research. The empirical part is based on semistructured interviews. The selections of respondents have been chosen after type of shop to get a broad perspective. During the interviews both film- and audio recording has been conducted, which has later been analyzed and interpreted. Theory and empirical facts were connected in the analyses. Our conclusions are that the different types of shops selling secondhand clothing have got different business models. What separates the business model of vintage- and consignment shops from the model of thrift- and charity shops is that they focus on the customer when they organize their resources. The business model of thrift shops is to offer value creating processes. The customer becomes a co-producer in the consumption process. The changing attitudes towards secondhand clothing have increased the demand for used clothes. Tendencies show that companies have started to acknowledge this and therefore adjust their offer, store locations and promotion. Because of this thrift shops have started to approach the business model of the vintage- and consignment shops where the customer is in focus. This change has been more evident on the Swedish market, however we think that this will happen on the American market as well. This shows that when garments start to be selectively chosen and sold in central locations the price increase which in turn decrease the customer’s part of the value-creating process.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2009.
Series
Kandidatuppsats
Keywords [en]
secondhand market, business model, secondhand, vintage clothing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19610Local ID: 2320/5570OAI: oai:DiVA.org:hb-19610DiVA, id: diva2:1311544
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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Citation style
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