The Projected Images of a Thrift Store Chain in Japan

Being thrifty and frugal has become a distinct lifestyle choice. An insightful knowledge about thrifty and frugal consumers on the demand side has been revealed by previous studies. However, related issues on the supply side have largely been neglected. Therefore, this study aims to examine the projection of the thrift store images. By analyzing interviews displayed on public websites with the director and staff of Treasure Factory, a big thrift store chain in Japan, this study has revealed that the company is actively projecting its images. Among seven images, Treasure Factory is especially focusing on products, purchase processes and distribution channels (place), and customer benefits (psychology). The remaining images (prices, promotion, customers or people, and partnerships) are less emphasized but still harmoniously synchronize with and support the main images. Implications for the theory behind thrift stores and for the actual management of them are discussed based on these findings.