How to activate the "net-a-porter x reflaunt" resale partnership - an analysis on status seekers luxury consumers

• Autor(a) principal: Carvalho, Maria Leonor Tavares de
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/144801
• topic: Luxury; Fashion; E-commerce; Status; Communication; Resale; Net-a-porter; Secondhand; Pre-owned; Consumer decision journey; Secondhand luxury sellers; Reflaunt; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The growth of the online luxury second-hand market has increased the interest of luxury brands and retailers in the market. This work project aims to explore how to activate the seller side of luxury consumers for the “Net-a-Porter x Reflaunt” partnership, through qualitative research. “Net-a-Porter’s Experts” clients are the ones with more potential to engage with the partnership despite not actively participating in resale. Given the specificities of status-seekers luxury consumers, it is important to study how luxury brands can attract them to resale. Findings evidence an opportunity to appeal to these consumers, given their new status profile, the positive perception of vintage pieces and the overlap of luxury goods and resale sneaker’s attributes.