The idea I have pitched over the intensive weekend was a website / search engine / platform which would help more conscious and ethically conscious costumers to shop with more transparency. Especially, when it comes to clothes shopping. I have been looking up some studies that talk about the group of people that do participate in the vintage/secondhand shopping and the reasons behind it was to understand what they are looking for in the experience and the product.

Some of the findings noted that (1) among young people who part-take in these activities there is a higher percentage of environmentally conscious individuals, however the factors of lower cost and a feeling of uniqueness and personal higher moral ground are also present. (U.S.A) Another source (2) additionally supports that claim, however it specifies that vintage shopping and secondhand shopping carry slightly different aims, as vintage shopping is more driven with by the feeling similar to treasure hunting, while second-hand is more likely to be driven by frugality. All the while, eco-consciousness plays an indirect role.

(1 ) Y an, R.-N., Bae, S.Y. and Xu, H. (2015), “Second-hand clothing shopping among college students: the role of psychographic characteristics”, Young Consumers, Vol. 16 No. 1, pp. 85-98. https://doi.org/10.1108/YC-02-2014-00429

(2) Cervellon, M., Carey, L. and Harms, T. (2012), “Something old, something used: Determinants of women’s purchase of vintage fashion vs second‐hand fashion”, International Journal of Retail & Distribution Management, Vol. 40 No. 12, pp. 956-974. https://doi.org/10.1108/09590551211274946