Exploring the mechanisms of Second-Hand Markets: A Comparative analysis of operations and customer behaviour in Sweden, Italy, and Morocco.

Abstract

This research studies the different dynamics existing in the second-hand garment industry. Specifically, it investigates the existing dynamics in three different countries as representative of three different regions: Italy, Sweden and Morocco. The data collection is based on a qualitative methodology, where 11 customers and 7 sellers have been interviewed in these three different countries. To distinguish the different dynamics, differences and connections within these markets, the analysis has been conducted through the study of Institutional logics. The research concludes that Italy and Sweden have similar competing logics encompassing the market, the sustainability and the logic of art. Instead in Morocco there is mainly a dominant market logic. However, all these countries illustrate how historical and cultural heritage can influence the presence of other non-dominant logics, such as community and professional logics, in varying ways. Subsequently, the study demonstrates the codependency of these logics across different countries. Finally it highlights the necessity of major attention to this growing market and the potential for new business models. The study contributes with new insights into second hand markets and how they can be strictly connected and influence each other.