Advertisement

Sources of Value for Luxury Secondhand and Vintage Fashion Customers in Poland—From the Perspective of Its Demographic Characteristics

  • Edyta Rudawska
  • Magdalena Grębosz-Krawczyk
  • Daniella Ryding
Chapter
Part of the Palgrave Advances in Luxury book series (PAAL)

Abstract

Value propositions have become a key constituent in all areas of business, and understanding what value is expected by customers, as well as creating, communicating and delivering that value to customers, is a key factor for gaining a competitive advantage. Sources of value propositions differ in different sectors. Although there are quite a lot of researchers who refer to value propositions in retailing in general, there is still a complete lack of research into this phenomenon in the luxury secondhand and vintage retailing sector in Poland. The sector is also under researched. Therefore, the aim of this paper is firstly to explore the potential and characteristics of the luxury secondhand and vintage fashion sector in Poland. Secondly, based on a literature study, the paper aims at identifying the sources of value for customers shopping in luxury secondhand and vintage clothing stores. Finally, the study examines what the main values are for customers purchasing luxury secondhand and vintage clothes, and whether as well as how the sources of value for secondhand clothing shoppers differ among various groups identified on the basis of such demographics as gender, age and income. The results show that out of the seven sources of value identified by the authors, one is the most important value proposition influencing the customer-shopping experience. This relates to so-called treasure hunting (value coming from the possibility of nosing around, ferreting, coming across a find, finding non-repetitive products). We also found that there are statistically significant differences in the way the identified sources of value are perceived by customers in different gender, age and income groups.

Keywords

Poland Luxury secondhand Treasure hunter Polish clothing industry 

References

  1. Arghavan, N., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands? Journal of Product & Brand Management, 9(7), 485–497.  https://doi.org/10.1108/10610420010351402.CrossRefGoogle Scholar
  2. Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4), 375–384.CrossRefGoogle Scholar
  3. Carù, A., & Cova, B. (2015). Co-creating the collective service experience. Journal of Service Management, 26(2), 276–294.  https://doi.org/10.1108/JOSM-07-2014-0170.CrossRefGoogle Scholar
  4. Cova, B. (1995). Au-delà du marché: quand le lien importe plus que le bien. Paris, France: Editions L’Harmattan.Google Scholar
  5. Cronin, J. J., Brady, M. K., & Hult, G. T. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218.CrossRefGoogle Scholar
  6. DeSarbo, W. S., Jedidi, K., & Sinha, I. (2001). Customer value analysis in a heterogeneous market. Strategic Management Journal, 22(9), 845–857.CrossRefGoogle Scholar
  7. Doyle, P. (2008). Value-based marketing: Marketing strategies for corporate growth and shareholder value (2nd ed.). US: Wiley.Google Scholar
  8. Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 31(3/4), 285–296.  https://doi.org/10.1108/03090569710162371.CrossRefGoogle Scholar
  9. Firat, A. F., & Venkatesh, A. (1995). Liberatory modernism and the reenchantment of consumption. Journal of Consumer Research, 22(3), 239–267.CrossRefGoogle Scholar
  10. Gummesson, E. (1987). The new marketing – Developing long term interactive relationships. Long Range Planning, 20(4), 10–20.CrossRefGoogle Scholar
  11. Kapferer, J.-N. (1997). Managing luxury brands. Journal of Brand Management, 4(4), 251–260.CrossRefGoogle Scholar
  12. Kapferer, J.-N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5–6): 311–322.  https://doi.org/10.1057/bm.2008.51.
  13. Kaplan, R. S., & Norton, D. P. (2004). Strategy maps: Converting intangible assets into tangible outcomes. Boston: Harvard Business School Press.Google Scholar
  14. Keeney, R. L. (1999). The value of internet commerce to the customer. Management Science, 45(4), 533–542.  https://doi.org/10.1287/mnsc.45.4.533.CrossRefGoogle Scholar
  15. Keller, K. L., Apéria, T., & Georgson, M. (2008). Strategic brand management: A European perspective. Harlow: Pearson Education.Google Scholar
  16. Kornberger, M. (2010). Brand society: How brands transform management and lifestyle. Cambridge: Cambridge University Press.CrossRefGoogle Scholar
  17. Kotler, P., & Amstrong, G. (2014). Principles of marketing. Harlow: Pearson Education.Google Scholar
  18. Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: From products to customers to the human spirit. US: Willey. Google Scholar
  19. Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68.  https://doi.org/10.1509/jm.15.0414.CrossRefGoogle Scholar
  20. Landrogues, S., Castro, C., & Cepeda-Carrion, G. (2013). Developing an integrated vision of customer value. Journal of Services Marketing, 27(3), 234–244.CrossRefGoogle Scholar
  21. Luksusowe szmateksy. (2011). [online]. Retrieved May 26, 2016, from http://forsal.pl/artykuly/480206,luksusowe-szmateksy.html.
  22. Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and internet shopping environment. Journal of Retailing, 77(1), 39–56.CrossRefGoogle Scholar
  23. Mitręga, M. (2006). Building strong relationships between services’ providers and consumers: Evidence from Poland. Transformations in Business & Economics, 5(2), 148–162.Google Scholar
  24. Moda second hand – czas na made in Poland. (2014). [online]. Retrieved May 28, 2017, from http://pionki24.pl/nowosci,moda_i_styl_fashioncode,54,1,moda_second_hand_czas_na_made_in,3664.html.
  25. Najlepsze butiki second hand i vintage w Warszawie i Internecie. (2014). [online]. Retrieved June 26, 2017, from http://pionki24.pl/nowosci,moda_i_styl_fashioncode,54,1,najlepsze_butiki_second_hand_i_v,3660.html.
  26. Ponad połowa Polaków interesuje się modą. (2013). [online]. Retrieved April 29, 2017, from http://www.wirtualnemedia.pl/artykul/ponad-polowa-polakow-interesuje-sie-moda.
  27. Turunen, L., & Leipämaa-Leskinen, H. (2015). Pre-loved luxury: Identifying the meanings of second-hand luxury possessions. Journal of Product & Brand Management, 24(1), 57–65.CrossRefGoogle Scholar
  28. Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 1, 1–15.Google Scholar
  29. Wiechoczek, J. (2016). Creating value for customer in business networks of high-tech goods manufacturers. Journal of Economics & Management, 23(1), 76–90.Google Scholar
  30. Wiedmann, P., Hennings, N., & Siebels, A. (2007). Measuring consumers’ luxury value perception: A cross-cultural framework. Academy of Marketing Science Review, 7, 1–21.CrossRefGoogle Scholar
  31. Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.  https://doi.org/10.1007/BF02894350.CrossRefGoogle Scholar
  32. Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(July), 2–22.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Edyta Rudawska
    • 1
  • Magdalena Grębosz-Krawczyk
    • 2
  • Daniella Ryding
    • 3
  1. 1.Faculty of Economics and Management, Department of MarketingUniversity of SzczecinSzczecinPoland
  2. 2.Faculty of Organization and Management, Department of European Integration and International MarketingLodz University of TechnologyLodzPoland
  3. 3.School of MaterialsUniversity of ManchesterManchesterUK

Personalised recommendations