Collaborative Consumption: The Fashion Community

Collaborative Consumption: The Fashion Community
Home-written individual Exam

Table of Contents
1
Introduction and Assumptions

2

2 Consumption Rationales

2

2.1 Cognitive Perspective

3

2.2 Experiential Perspective

4

2.3 Cultural and Social Perspective

5

2.4 Evaluation

6

3 Segmentation
3.1
VALSTM Framework

6 7

3.1.1

Thinkers

8

3.1.2

Strivers

8

3.1.3

Experiencers

9

3.2 Evaluation and Recommendation

9

4 Service Offer

10

4.1 Product

10

4.2 Price

11

4.3 Promotion

11

4.4 Place

11

4.5 Evaluation

11

5 Attracting more Customers

12

5.1 Classical Conditioning

12

5.2 Operant Conditioning

12

5.3 Possession Rituals

13

5.4 Evaluation

13

6 Bibliography

15

Appendix

18

1

1 Introduction and Assumptions
It is firstly assumed that within Irene and Claire’s business the consumers1 are mostly sharing clothes with additional sharing of shoes and accessories. For ease of use the future business is referred to as Fashion
Community (FC) based in Denmark.
Second, an internet platform is preferred over a physical store: One reason is that in an online store consumers are able to see the full assortment of shared clothes, whereas it is difficult to have a physical shop bearing the full assortment when customers are geographically dispersed. Cross-customer communication and rating of community members online is faster and easier compared to a physical store, where consumers only meet and communicate occasionally in person. The costs for renting or owning a physical store would be a lot higher than costs of an online store. Although the physical store has the advantages for consumers to try on the clothes before actually owning them and to meet other consumers interested in the same concept in person, the advantages for the online store still

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