Experiences in a human-centric phygital space: the meaningful impact of second-hand, luxury fashion virtual communities

Abstract

Purpose – This study aims to investigate a second-hand fashion, virtual community dedicated to a luxury brand around a decentralised, human-centric service-scape and how this impacts consumers’ online and offline experiences, well-being and fashion consumption. Combining physical and digital service realms and positive luxury research, the study adds to the understanding of how meaningful services are delivered and consumed in user-driven, phygital brand communities and the positive impacts they have on community members. Design/methodology/approach – The study centres on 30 one-on-one, semi-structured interviews with women aged between 25 and 57, who were actively engaged in a second-hand fashion virtual community (dedicated to one fashion brand) at the time of the study. Data were examined using abstraction, comparison and integration of the data followed by a thematic analysis. Findings – The findings reveal several novel aspects about the service environment of a human-centric, phygital (second-hand) brand community. The community shifts traditional roles and responsibilities of service through decentralised engagement and circular consumption models of members, which ultimately lead to a novel, social access to and relationship with the fashion brand. The results also reveal how the community combines meaningful and sustainable online and offline experiences for individual members and the community. Practical implications – The findings have several key implications: For fashion brands, the findings highlight essential, missed learning opportunities from community-driven brand experiences and offer guidance on meaningful, future services marketing. For consumers, the findings point to the benefits of consuming luxury fashion through dedicated second-hand fashion, phygital communities – they can lead to positive online and offline experiences and a sustainable, community-led relationship with a brand. Social implications – This study shows how second-hand, phygital service communities dedicated to fashion brands can lead to meaningful individual and community experiences that connect members to both the brand and each other. The findings also suggest these communities can have a positive impact on consumers’ personal lives that lead to more sustainable, circular fashion consumption. Originality/value – The study shows how human-centric, phygital service environments, in the form of second-hand luxury fashion communities, can have a successful, hybrid embodiment by members. Ultimately, these communities can lead to positive, individual and community experiences and more sustainable consumption.