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Segmentation of Customers Aged 18-30 in the Secondary Market of Design Clothing

Student: Nika Timashpolskaya

Supervisor: Oleg Karasev

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2021

This work is dedicated to the study of consumers of designer clothing in the secondary market in the age from 18 to 30 years old. Сurrently there is an increase in the popularity of resale on the luxury market. The popularization of such services is mainly due to such reasons as the spread of the principles of responsible consumption, the trend on the unique style and also the unwillingness to overpay for branded clothing and have additional passive income, which can be a branded wardrobe of things that are no longer needed. In this work, the author examines design clothing as the premium and middle brands. Nowadays new shopping formats are emerging, communication between companies and their consumers is changing. There is quantitative and qualitative information about the motivation and barriers of the audience aged 18-30 years to purchase branded items in the secondary market provided in this work. This paper examines the main motivations and barriers of the audience to purchase designer items in the secondary market.

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