Singularization of second-hand objects: a study of luxury thrift stores
DOI:
https://doi.org/10.51359/2526-7884.2020.244245Keywords:
objects singularit, second-hand product, thrift stores.Abstract
Consumer culture field investigates the process of how we attribute meaning to objects and remove them from the status of commodity, turning them into unique items. There are studies that focused on understanding the movement of returning singular objects to the status of commodity, being commoditized again or discarded. Following this path of research, this study seeks to understand how second-hand objects offered in the market regain a singular status. To achieve the objective, we carried out a qualitative research over 18 months using luxury thrift stores as empirical context. Data were collected through both in-depth interviews and netnography, being analyzed through a hermeneutic approach. As a result, we found that second-hand objects return to their singular status through two strategies adopted by sellers and consumers: (1) retrieval of the object’s biography, and (2) the object singularity potential. The results also help to broaden the understanding on the movement of the object and its status (commodity or singular) in the commercial relationships between consumers and sellers.References
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