Who Did You Interview?
Demographics That Might Provide Helpful Context for Their Responses
- male
- 23
- international student at a British university
- From China
- seldom buys clothes
Key Findings from the Interview
- Finding 1
- How often do you buy clothes? (For yourselves and/or for others, like kids or older people?)
- Seasonal? Or maybe yearly or even longer? Not a fixed pattern.
- What makes you want to buy new clothes? (peers, social media, etc.)
- Only buy when there is no cloth to wear (too old or move to new places)
- Are there any times in your life when you want to save money on clothes? (Describe if comfortable?)
- Finding 2
- Where and how do you usually go shopping for clothes?
- IN PERSON
- Only when convenient (e.g. in Shanghai with public transportation and have car so can try on before buying)
- accompany friends if they want to shop for clothes and maybe buy together if the clothes look really good and need such type of cloth
- ONLINE
- Mostly with this option when abroad as is more convenient
- Want to see the picture, sizing, comments from customers
- Finding 3
- Tell me about your most recent experience buying clothes?
- Coat for winter
- Black friday so a good deal (buy one get one free) and do not have warm coat for winter as just moved to a new place.
- Do you have experience with secondhand shopping?
- NO - Concern that they are not clean and do not feel comfortable to wear something that some strangers wear before
- How do you take care of clothes that you don’t wear anymore?
- Donate them or throw them away if not in wearable conditions
- What habits would you like to work on when it comes to your consumption habits?