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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

Author

Listed:
  • 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)

Abstract

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.

Suggested Citation

  • 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

    as
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    2. 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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    6. Sahni, Navdeep & Zou, Dan & Chintagunta, Pradeep, 2014. "Effects of Targeted Promotions: Evidence from Field Experiments," Research Papers 3243, Stanford University, Graduate School of Business.
    7. Guiot, Denis & Roux, Dominique, 2010. "A Second-hand Shoppers’ Motivation Scale: Antecedents, Consequences, and Implications for Retailers," Journal of Retailing, Elsevier, vol. 86(4), pages 355-371.
    Full references (including those not matched with items on IDEAS)

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