Sustainable Creative Digital Retail Management Framework for Second-Hand Fashion Businesses

Abstract

This research aimed to develop a creative and sustainable digital retail management framework for second-hand clothing businesses. The study employed a Design-Based Research (DBR) approach combined with consumer behavior analysis, literature review, and expert evaluation. The participants consisted of 101 consumers and 3 experts. Research instruments included questionnaires, interviews, and framework evaluation forms.

The findings revealed that consumers highly valued customer experience, accessibility of product information, omnichannel experience, and sustainability-oriented consumption. Based on the findings, the study proposed a framework integrating Circular Economy, Digital Retail, UX/UI Design, Omnichannel Experience, Servicescape, and Retail Space Design to support customer experience in second-hand clothing businesses within the digital retail environment.

The expert evaluation indicated that the proposed framework was appropriate at a high level
(x̄ = 4.47, S.D. = 0.35) and could be applied as a strategic guideline for future second-hand clothing businesses.