Engaging the next-generation female fashion consumers in DIY refashioning strategies by addressing the consumption values

Purpose The purpose of the paper is to explore how refashioning can shift fashion consumer attitudes towards sustainable consumption of clothing by restoring consumption values. The study categorizes consumers into distinct groups based on consumer perception of refashioning. Finally, the study recommends three value dimensions of the circular business model to promote consumer engagement with refashioning. Design/methodology/approach This study adopts an exploratory approach, applying qualitative design which involved 45 semi-structured interviews and 10 in-depth interviews with Gen Z female consumers who favour clothing lifetime extension. Findings The findings revealed that consumption values act as motivators and inhibitors, influencing consumers’ behaviours of using refashioning for clothing lifetime extension. Based on their distinguished levels of refashioning engagement and association with the satisfaction of consumption values, three potential consumer segments are discovered and defined as “DIY practitioners,” “DIY apprentices” and “DIY outsources”. To encourage consumer engagement with refashioning, the article suggests value proposition, value delivery and value capture dimensions of two circular business models and verifies how these cater to distinct segments to facilitate refashioning. Originality/value This paper provides new insights into clothing refashioning activities from the consumer perspective, bridging a gap in marketing literature. It investigates how refashioning restores consumption values and proposes three value dimensions of circular business models, enhancing clothing lifetime and engaging consumers. This unique approach incorporates consumption values and aligns with the UN’s 12th Sustainable Development Goal.