Triangle Of Reframing : A study of how organizations shape already existing markets through mobilizing market devices

Sammanfattning: This study addresses the issue of consumers’ wish to shop more sustainable fashion butinstead turning to fast fashion (Islam et al., 2021; Silva et al. 2020; Wang et al., 2022). With that said, this study discusses and examines how marketing benefits the second-hand clothes market in Sweden. Entrenched in market studies of market-shaping, market devices and actor network theory (ANT) (Nenonen et al., 2019; Muniesa et al., 2007; Sayes, 2013), this study depicts the use of market devices in the process of shaping the second-hand clothes market in Sweden. The methodology of the thesis consists of online and offline observations throughout Arkivet’s four market devices: in-store, digital media, website and e-commerce. The results show that Arkivet’s market devices reframe the market, the products within it and the interactions between buyers and sellers, which ties in with the factors necessary for market-shaping (discovering value potential and mobilizing resources) (Nenonen et al. 2019). Based on previous market studies and the observations conducted, this study assembles a newly created model representing the role market devices assume in the process of shaping an existing market.