A methodological approach to consumer research on second-hand fashion platforms in Italy: online clothing reselling platforms: perceptions and preferences of Italian consumers

• Autor(a) principal: Padolecchia, Melania
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/144980
• topic: Marketing research; Perceptual maps; Conjoint analysis; K-means clustering; Clothing reselling platforms; Consumer insights; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The research focuses on second-hand fashion platforms (Vinted, Vestiaire Collective, Depop, Zalando Second-hand) in Italy from a consumer standpoint. The study assesses the platform's positioning, and most preferred characteristics, as well as the potential consumer segments in the Italian market. By conducting surveys with consumers, and applying market research techniques such as perceptual maps, conjoint analysis, and k-means clustering, we were able to learn consumers' perceptions, preferences, and their relevance to the platforms. The main discoveries are then used to suggest recommendations for the companies to improve their market presence and competitive edge.