1 - Maria Izabel Cordeiro de Lima UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE) - CAA
2 - Anne Karolinne da Silva Santos UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE) - Programa de Pós-Graduação em Gestão, Inovação e Consumo - PPGIC
3 - Marianny Jessica de Brito Silva UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE) - PPGIC - Programa de Pós-Graduação em Gestão, Inovação e Consumo - UFPE/CAA
4 - Eduardo Luis Cândido Bezerra UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE) - Caruaru
5 - Cristiane Salomé Ribeiro Costa UNIVERSIDADE FEDERAL DE PERNAMBUCO (UFPE) - Campus Acadêmico do Agreste
Reumo
In the logic of Fast Fashion, garments have been following increasingly shorter lifecycles, quickly becoming obsolete. Thus, unwanted clothes have taken various paths of divestment, potentially finding a new user in this process (Jacoby et al., 1977). Consequently, the garment is re-signified as its new user provides it with a fresh perspective, imparts new meaning, and even a different utilitarian value (Steward, 2020).
This study explores the impact of previous consumption of SHC on the thrift store consumer experience, a topic still under-researched. Prior consumption may influence consumer intent in thrift stores by fostering familiarity with the SHC market, reducing associated stigma, and enhancing perceptions of the value and sustainability of items offered in the thrift store environment. From this context, the guiding research question is established: How does previous use of second-hand clothing contribute to the consumer experience in thrift stores, through the theory of consumption
This topic comprises three subtopics. The first discusses the various paths second-hand clothing can take (Jacoby et al., 1977). The second delves into consumer experience, drawing on seminal author Holbrook (2006). It becomes essential for understanding the values involved in first experiences with used clothing. The final subtopic introduces key factors that constitute the thrift store experience (Machado et al., 2019).
The research is basic qualitative and exploratory. Data collection involved in-depth interviews with 6 participants, each interviewed twice: the first interview covered their general experiences with thrift stores, while the second focused on the journey of second-hand clothes, addressing issues related to this type of clothing such as disposal aspects. Semiotic analysis was conducted using Pierce's three categories technique.
The study found that all participants mentioned experiencing moments of wearing used clothes in childhood, but they do not view it nostalgically as something that needs to be relived; rather, it remains a common practice they continue into adulthood. However, discussing participants' first experience buying SHC revealed that having previously used second-hand clothes from other sources brought a sense of familiarity to the situation.
This study investigated, through analysis of disposal behaviors, the paths taken by second-hand clothes as a prior factor in using these pieces. From this, it explores the contribution to individuals' experiences in thrift store consumption, based on consumer experience theory.
Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6). Jacoby, J., Berning, C. K., & Dietvorst, T. F. (1977). What about disposition? Journal of Marketing, 41(2), 22–28. Machado, M. A. D., Almeida, S. O. de, Bollick, L. C., & Bragagnolo, G. (2019). Second-hand fashion market: consumer role in circular economy. Journal of Fashion Marketing and Management, 23(3), 382–395.