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Wat kunnen mkb-retailers doen om hun assortiment duurzame kleding beter te verkopen? Wat zijn behoeften van consumenten bij het doen van een duurzame mode aankoop en hoe spelen retailers hier het beste op in?\n\nNext Fashion Retail onderzocht hoe de mkb multi-brand retailer zelf zijn aanpak en aanbod kan innoveren: hoe kunnen diensten, expertise, de sfeer en de unieke retail experience het koopgedrag van duurzame kleding beïnvloeden? Het onderzoek vond plaats in negen winkels en behelsde onder meer een enquête onder klanten (n=1304), observaties van klanten en medewerkers alsmede interviews, korte gesprekken op de winkelvloer en panelgesprekken. Ook is gebruik gemaakt van living lab settings op de winkelvloer om ontwikkelde tools in de praktijk te testen. Het onderzoek laat zien dat 80% van de klanten interesse heeft in het kopen van duurzame mode. Als uiterlijk, kwaliteit en comfort van duurzame mode vergelijkbaar is met niet-duurzame mode, is duurzaamheid zelfs belangrijker dan de prijs. Maar wat houdt verkoop dan tegen? Dat er niet over gepraat wordt. Niet in de winkel door medewerkers met klanten, maar ook niet (voldoende) door eigenaren met hun medewerkers. \n\nVerkopers zijn gewend advies te geven en er is veel klantcontact. Dit schept kansen om de klant te informeren over duurzaamheid. Het onderzoek laat zien dat zij twee grote barrières ervaren om duurzaamheid in het verkoopgesprek aan te kaarten. Ten eerste zijn zij zich meestal niet bewust van de duurzame bedrijfsambities en hun rol daarin. Zij missen stimulans van bovenaf. Ten tweede kampen zij met beperkende overtuigingen, met name dat praten over duurzaamheid de verkoop belemmert. Het resultaat is een in de praktijk geteste ‘toolkit’ om de drempel te verlagen om informatie geven over duurzame mode. De toolkit omvat hangers met prikkelende teksten als conversation starter, een training voor medewerkers en giveaways met die de klant uitnodigen een QR-code te raadplegen voor meer informatie over duurzame kleding."}}]},{"typeName":"subject","multiple":true,"typeClass":"controlledVocabulary","value":["Social Sciences"]},{"typeName":"keyword","multiple":true,"typeClass":"compound","value":[{"keywordValue":{"typeName":"keywordValue","multiple":false,"typeClass":"primitive","value":"sustainable fashion; retail; sustainable retail; duurzame mode; retail; duurzame 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