An Exploration of consumers' fashion sharing experiences

Wang, Yiqun Kelly ORCID: 0000-0001-6732-0672 (2024). An Exploration of consumers' fashion sharing experiences. University of Birmingham. Ph.D.

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Abstract

The purpose of this research is to explore consumer’s fashion sharing experience through the lens of identity theory. This research defines fashion sharing as a sociocultural and economic activity, allowing individuals to temporarily access fashion items. To reach the research purpose, this research adopted a qualitative research design. Specifically, 40 semi-structured online interviews with photo-elicitation and thematic data analysis were conducted.

The findings shed light on the nature of fashion sharing and its eight characteristics, which are as follows: benefit exchange, identity engagement, temporary material possession, sociality, trust, digitalisation, sustainability and de-ownership. The findings, in particular, highlight three types of benefits that people can derive from their fashion sharing practises: social benefits, utilitarian benefits, and hedonic benefits. Furthermore, this study demonstrates how individuals' sustainability concerns interact with the entire process of their fashion sharing experiences. The findings show a complex and profound relationship between fashion sharing and consumer identity. Finally, this research contributes to the development of practical implications for fashion sharing platforms/companies’ managers as well as research directions for future studies.

Type of Work:

Thesis (Doctorates > Ph.D.)

Award Type:

Doctorates > Ph.D.

Supervisor(s):