Att köpa secondhand i butik - en undersökning av butikskedjors syn på försäljning av secondhand som koncept

Abstract

The purpose of this study is to examine the perceptions and experiences of reselling secondhand clothes in the brands’ own stores in the south of Sweden. This study aims to get an understanding about customers and staff members' perception of reselling clothes in stores. The study is based on eight interviews with staff members from the stores and head offices from four Swedish clothing brands Kappahl, MQ, Polarn o Pyret and Haglöfs, that sell secondhand clothes from their own brands in their stores. With the perspective from both stores and head offices, the study strives to gain a broad perspective on the subject. The material is analysed using a thematic analysis while applying psychosocial and economic theories and ecological concepts relevant to the clothing industry. The analysis resulted in themes focused on the stores, customers and staff, corporate structure and sustainability. The results show that the store’s staff are proud to work with secondhand and feel that the customers appreciate it. The clothing chains describes that there is potential for the concept to be profitable, but that it’s based on an unpredictable time horizon. The study concludes that the staff perceives the concept as an ecologically sustainable initiative that has given good economic and social results for both the chains and the customers.