Exploring Development Strategies for the Secondhand Clothing Industry through Comparative Analysis of Blog Posts on Secondhand and Thrift Clothing Purchases

This study explored development strategies for the secondhand clothing industry by understanding consumer attitudes toward secondhand and thrift clothing purchases. Blog posts were compiled and analyzed using TEXTOM for word analysis and clustering. The results are as follows. Word analysis revealed that, aside from the commonly used terms for clothing purchases, the words collected from “secondhand clothing purchases” and “thrift clothing purchases” were different. Consumers tended to perceive the purchase of secondhand clothing as a transaction, whereas the purchase of thrift clothing was viewed as an interesting shopping experience. Second, the clustering analysis of secondhand clothing resulted in five distinct groups: “Impact of clothing consumption on the global environment and the importance of sustainable consumption,” “Global trend of online secondhand clothing transactions,” “Satisfied reviews of secondhand clothing purchases,” “Purchasing secondhand clothing through flea markets,” and “Reviews of Japanese secondhand clothing purchase/auction proxy services.” The clustering analysis of thrift clothing also yielded five groups: “Review of a visit to a warehouse-style thrift store,” “Thrift shopping malls dealing with vintage clothing,” “Promotion of various items and brands sold in stores,” “High-quality luxury thrift with a vintage feel,” and “Promotion and introduction of a thrift clothing company’s store.

전략적 고객 경험 모듈을 이용한 패션 라이프 스타일에 따른 고객 경험 인식 차이

The purpose of this study is to classify customer experience components using Bernd H. Schmitt's Strategic Experiential Modules and explore the relevance between fashion lifestyle and customer experience components. A survey was conducted on 400 adults between the ages of 20s to 50s who had experience in sportswear stores. The results obtained are as follows. First, according to fashion lifestyle, the respondents were divided into an individuality-valued pragmatic group, a trend-oriented brand-seeking group, a fashion-interested group, and a conservative pragmatic group. Second, customer experience components were divided into sensory experience, emotional experience, cognitive experience, behavioral experience, and relational experience. Third, on analyzing the relationship between customer experience and fashion lifestyle, it was found that a fashion-interested group has the highest value in all experiences; therefore, it can be considered that the higher the interest in fashion, the more important is the customer experience. On the other hand, the conservative pragmatic group represented generally smaller values than the other three groups in all customer experiences. Fourth, there were significant differences in the customer experience components that were considered to be important depending on the fashion lifestyle type. An individuality-valued pragmatic group valued cognitive experiences, a fashion-interested group valued all experiences, and a conservative pragmatic group showed low scores in all customer experiences. The results of this study will allow companies to build more customer-friendly experiences and enable consumers to engage in satisfactory purchasing activities through better customer experiences