Valuation studies in practise: Consumers acquisition of secondhand clothing through online channels at Myrorna (Sweden)

Abstract: Textile industry is one of the most polluting industries in the world and fast fashion is the unsustainable practice that most consumers are following. Adopting the habit of purchasing secondhand goods can lead to a more sustainable life. However, some people still do not prefer to consume secondhand clothes because of various stigma and barriers attached to it. In order to eliminate the stigma and barriers secondhand retailers are trying to sell secondhand clothes like firsthand retailers, i.e. selling online, making display attractive, stylish and creating various online platforms. Since there is little research done regarding the online platform of secondhand, the study contributes to the field, focusing on the consumer's side. The aim of the study is to identify the consumer’s valuation towards secondhand clothes on online platforms, for which the research takes the case of Myrorna. Taking the lens of valuation theory, the study tries to understand how consumers make valuation. The research used semi-structured focus group discussion and the purposive sampling was chosen, i.e., the participants were aged between 18-35, with few experience of shopping secondhand clothing. The finding of the research is that consumer valuation is based on display, product information, easy navigation of websites and comparison of online services with firsthand retailers. Most of the participants were not satisfied by Myrorna’s online platform, especially by Myrorna's webshop because of the wrinkled display, various inconveniences such as difficult to navigate the clothes and confusion about Myrorna connection with Tradera. As a result, they were not interested in shopping clothes from Myrorna. Moreover, the result shows, to influence consumer buy secondhand clothes online, secondhand retailers need to provide effective online and offline services to consumers as the firsthand retailers. The finding of the study can be helpful for enhancing the secondhand market/retailers as it provides insights regarding consumer expectations and their evaluation of secondhand clothes.