The measurement of brand value in Business to Consumer second-hand clothing market

Abstract

Along with the popularization of digital device, the second-hand clothing

E-Commerce has become a general way of purchasing clothes for people.

In this research, we used several regression analysis approaches to consider about second-hand clothing e-commerce market, and present the characteristics of the market, the possibility of extracting beneficial information for making company strategy and practical framework to analyze the market. Also, we will present “Second-hand Brand Index" which is a measure of the resale value of brands.