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Title: Why do I love you Vaatelainaamo? Analysis of motivations, barriers and opportunities in a Finnish service for sharing clothes
Authors: Vasques, Rosana A.
Koria, Mikko
Loschiavo dos Santos, Maria Cecilia
Keywords: Sharing economy
Service design
Sustainability
Consumption
Fashion
Issue Date: 2017
Publisher: Taylor & Francis © The Author(s)
Citation: VASQUES, R.A., KORIA, M. and LOSCHIAVO DOS SANTOS, M.C., 2017. Why do I love you Vaatelainaamo? Analysis of motivations, barriers and opportunities in a Finnish service for sharing clothes. The Design Journal, 20 (sup1), pp. 721-731.
Abstract: Services for sharing are the next challenge in Economy as they configure promising sustainable solutions. This paper presents research on a Finnish service for sharing clothes, aiming to understand factors that could increase the adoption of consumer practices in the Sharing Economy, especially for those products of mass consumption and consumer identity. The research has its foundation on the interpretative paradigm and on the phenomenological study, using questionnaires and “Love & Hate Letters” as research techniques. Among the results, we highlight motivations for both choosing and keeping use of the service, as well as factors that damage the relationship of users with it. Hence, we claim that services for sharing should promote a sense of belonging, which is the fundamental factor for users to love the service even though some aspects can be improved. Thus, designing for the next economy is to design for belonging.
Description: This is an Open Access Article. It is published by Taylor & Francis under the Creative Commons Attribution 4.0 International Licence (CC BY). Full details of this licence are available at: http://creativecomons.org/licenses/by/4.0. An earlier version of this paper was published by the Journal ModaPalavra, in Portuguese, and is available at https://dspace.lboro.ac.uk/2134/26485. This paper was also presented at the 12th EAD Conference, Sapienza University of Rome, 12-14 April 2017.
Sponsor: Authors are grateful to the Brazilian scientific research funding agencies CNPq and CAPES, which financed this research (Proc.: 143155/2011-3 and 18925-12-0, respectively), as well as to the University of Sao Paulo, School of Architecture and Urbanism (FAU USP); the International Design Business Management programme at Aalto University Business School, Finland; and the Institute for Design Innovation, Loughborough University London, United Kingdom.
Version: Published
DOI: 10.1080/14606925.2017.1353018
URI: https://dspace.lboro.ac.uk/2134/26482
Publisher Link: https://doi.org/10.1080/14606925.2017.1353018
ISSN: 1460-6925
Appears in Collections:Published Articles (Loughborough University London)

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