Capturing Growth in the Second-Hand Fashion Market - SAS Adevinta

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Capturing Growth in the Second-Hand Fashion Market - SAS Adevinta

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Themes

Adevinta, Second hand clothing resale, digital resale platforms, Generation Z, Sustainability, circular business Models, online fashion resale, clothing retail market, ThredUp, Vinted, Leboncoin, Rogers adoption curve, classified adverts, innovation strategy, digital marketing

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Abstract

This case study focuses on Adevinta, a Norwegian company specialising in classified adverts, and examines the innovation strategy it has implemented to capitalise on the sale of second-hand fashion market.

Extract

[...] External growth strategy: acquisitions of second-hand clothing resale platforms, focused on the European market and/or the US market, which is experiencing the strongest growth B. Internal growth strategy: development of its own online resale platform to penetrate and gain market share in the United States and Europe, targeting Generation Z customers who are sensitive to environmental issues in the textile and accessories sector C. Strategy of cooperation and partnerships with leading new clothing brands that are developing online resale 4. [...]

[...] Why? We recommend that Adevinta develop its own existing online resale platforms (such as Leboncoin), focusing more specifically on the online resale fashion market and among Generation via targeted communication on social networks, highlighting the ecological issues and in terms of purchasing power of this market segment, which is a growth driver. References Rogers, E.M. (1995). A Diffusion of Innovations, Fourth, The Free Press. ThredUp (2023). Resale Report Sale. [...]

[...] Capturing Growth in the Second-Hand Fashion Market - SAS Adevinta Management Innovation: Capturing Growth in the Second-Hand Fashion Market 1. Adevinta's business model KEY PARTNERSHIPS Leboncoin EBay-Classified Marktplaats Logistics partners KEY ACTIVITIES Plaform development Digital marketing Monetization VALUE PROPOSITIONS Simplicity and speed Free access Strong visibility Trust and security Environemental impact CUSTOMER RELATIONSHIPS Self-service platform Online support Community trust Customer loyalty CUSTOMER SEGMENTS Individuals Professionals Advertisers KEY RESOURCES Diversified portfolio of brands across all of its markets CHANNELS Website Mobile app Social media COST STRUCTURE Platform development Security Marketing expenses Staff wages Partner commissions Acquisitions REVENUE STREAMS Sales commissions and subscriptions for sellers including 40% automotive real estate and 15% other verticals) Advertising Transactional and other services 2. [...]

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