Figuring Out Buyer Behavior : Recycled Fashion

Segment: College Sorority Girls

Need Awareness: Through the three interviews I conducted, girls determined their need to be expressed the most during times where they wish they had some extra cash. Thus, they expressed that since they often have loads of clothing pieces that they do not want anymore, they wish they could easily trade them in for money. Girls expressed that they actually do already do this through their sorority pages, but more often than not it becomes a hassle and they do not get the money for clothes from the girls who claim they are going to “buy” the pieces. Also, one girl mentioned that when she lived in the dorm it was hard to fit all of her clothes in the one small closet she has. Therefore, having a way to easily trade in clothes would have been very helpful; especially because most college students at the University of Florida do not have cars in town that they can lug loads of old clothes to consignment stores.

Information Search: Two of the girls I interviewed said that when they are looking for something to do with their old clothes they post on Facebook about individual pieces, or they take their clothes to consignment stores and see if they can get any money in return. They stated they often do not get more than $10. They say they search on Google for clothing trade-in places, or recycled clothing and see what other people have done; they say they have seen people throw trunk shows or just flat out set clothes outside and wait for people to dig through them for free. All three girls mentioned they ask their parents what to do first, one of the girls has younger sisters and usually sends clothes home with her mom when she comes to visit and the clothes become hammy downs.

Ultimately, this segment is looking for a new route to take for old, worn-out clothes, and therefore a recycled materials clothing industry would be useful for them.