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A Tangibility Value Proposition for a Children's Clothing Resale Service in Germany: An analysis of Drivers, Barriers, and Customer Expectations

Alonso Miranda, Raquel (2025)

 
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Avoin saatavuus / Open access / Öppen tillgång
Alonso Miranda, Raquel
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025100925791
Tiivistelmä
The purpose of this thesis was to develop a tangible value proposition of a children’s clothing manufacturer’s online resale service to connect demand with supply in Germany better. The goals were to investigate the factors that influence consumers’ decisions to buy, sell, pass down, or store used children’s clothing and their service expectations. Despite a growing secondhand market, many valuable clothing items are kept dormant in households.

The theoretical framework was built on Service-Dominant Logic and Circular Economy principles, followed by customer understanding theories such as Self-Determination Theory and Theory of Planned Behavior, and finalizes with tangibility theories including service marketing, value proposition, and visual communication concepts. Constructive research and service design approaches were combined through a five-phase iterative process supported by methods such as semi-structured interviews and the value proposition canvas.

Research results showed the Service Seeker persona, who purchases secondhand but doesn’t actively resell. Convenience and sustainability are valued over profit maximization, though barriers are created by the time needed and perceived process complexity. An integrated guidance roadmap was presented through twelve prototypes organized by a three-element framework (Education, Assistance, Inspiration), aiming to narrow the gap between intention and action. Benefits such as saving time and reducing mental load were highlighted in the value proposition. Key challenges were found in the timing and delivery of the proposals.
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