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Face-to-Face Communication as A Tool to Support Second-Hand Fashion Sales: A Field Experiment at Fashion Week in Berlin


  • Nicole Stein

    (Wuppertal Institute for Climate, Environment and Energy, 42103 Wuppertal, Germany)

  • Stefan Spinler

    (WHU—Otto Beisheim School of Management, 56179 Vallendar, Germany)

  • Helga Vanthournout

    (Wealth of Flows Consulting Ltd, Hong Kong SAR)


We conducted a random allocation experiment at fashion week in Berlin in 2017, testing how face-to-face (f2f) communication affects sales of a fashion start-up focusing on second-hand. The experiment revealed that 11% of guests of an f2f event afterwards turned paying customers with an average basket size 11.8% higher than the overall sales event average. We add insights to research on entrepreneurial practice as well as on offline operations in the context of circular consumption in fashion, exposing the leveraging effect of f2f communication for customer acquisition and revenue of start-ups in the field of sustainable fashion.

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  • Nicole Stein & Stefan Spinler & Helga Vanthournout, 2020. "Face-to-Face Communication as A Tool to Support Second-Hand Fashion Sales: A Field Experiment at Fashion Week in Berlin," Sustainability, MDPI, vol. 12(5), pages 1-12, February.
  • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1758-:d:325536

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    References listed on IDEAS

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    7. Jens Newig & Daniel Schulz & Daniel Fischer & Katharina Hetze & Norman Laws & Gesa Lüdecke & Marco Rieckmann, 2013. "Communication Regarding Sustainability: Conceptual Perspectives and Exploration of Societal Subsystems," Sustainability, MDPI, vol. 5(7), pages 1-15, July.
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