Secondhand brick-and-mortar fashion retail is both a critical lever for the industry’s sustainability transition and a growing economic opportunity. Yet, one important growth segment has largely been overlooked: non-users of brick-and-mortar secondhand retail.
The article introduces a novel segmentation of non-user groups (i.e., unaware supporters, disillusioned supporters, skeptic hedonists, and skeptic outsiders) based on in-depth interviews and an exploratory survey with 27 non-users. Each group is characterized by distinct barriers to adoption.
In addition, the paper develops targeted store concepts and recommendations for these groups and assesses the appeal of current retail trends such as luxury secondhand, kilo stores, and mixed assortments.
The study contributes to the literature on diffusion of innovation, consumer adoption, and customer segmentation by providing fresh insights into how managers can better reach non-users and by opening new research avenues in secondhand retailing and beyond.
The article is published in Journal of Retailing and Consumer Services and can be accessed here.