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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

  • 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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Document Type:Peer-Reviewed Article
Author:Nicole Stein, Stefan Spinler, Helga Vanthournout
URN (citable link):https://nbn-resolving.org/urn:nbn:de:bsz:wup4-opus-74875
Year of Publication:2020
Source Title (English):Sustainability
Dewey Decimal Classification:300 Sozialwissenschaften
Licence:License LogoCreative Commons - CC BY - Namensnennung 4.0 International