The Case of Omni-Channel Consumers. A Qualitative Study regarding Students’ Clothing-Consumption Habits

Laura Nistor


The article presents the result of a focus-group based qualitative study which was conducted among students from Cluj-Napoca, Romania, regarding their preferred places for clothing shopping. The analysis of the focus-group narratives revealed that students prefer to shop their clothes both from online sites and offline settings. The latter correspond not only to malls, but also for second-hand and outlet shops from where students can acquire their outfits at lower prices and can buy more items than from the more pricey malls.Thus, second hands can be associated with consumerism rather than with frugal consumption. Each of the three locations, i.e. online shops, malls and second-hands/outlets serve not only as places for effective shopping, but also as places where students are doing amateur market research, either in the form of webrooming (i.e. browsing the websites) or in the form of showrooming (i.e. looking out in malls or second hands). Both of these activities are forms of entertainment and information acquisitions regarding the trends, prices, sales, etc. The results reveal the case of omni-channel consumers who mix between different sites of shopping.


millennials; clothing consumption; focus-group; online shops; mall; second-hand

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