Getting the story right: how second-hand stores use storytelling to gain legitimacy with multiple audiences

Abstract

Purpose This paper aims to analyse how sustainable second-hand stores (SSHSs) use storytelling as a legitimization strategy. Second-hand stores have traditionally relied on a charity identity to attract customers. More recently, changing market demands, the growing popularity of second-hand shopping, “vintage” and online shopping have opened up new opportunities for these social enterprises (SEs). This study asks how SSHSs can maintain their legitimacy with incumbent stakeholders while also exploiting these new opportunities. Design/methodology/approach This paper uses an abductive approach starting from existing knowledge on how storytelling builds legitimacy in conventional enterprises. The authors collected qualitative data and interviewed owners and managers of second-hand stores in the Netherlands. This paper specifically looked at how second-hand stores are using their web shops to convey stories and build legitimacy with (new) audiences. Findings Contrary to the authors’ expectations, they found that the web shop is not used as a site for storytelling the mission of the store but is rather a stage for specific products that tell a story of trendy and vintage shopping. This attracts a new customer segment to the store that conventionally does not shop there. This paper concludes that second-hand stores use vintage products as symbols in storytelling through their web shop to gain access to a new market. By foregoing to tell the story of their mission on the web shop, the second-hand stores are choosing to keep their charity and business identity separate. Originality/value To the best of the authors’ knowledge, this paper makes an original contribution by analysing how second-hand stores are actively exploiting new opportunities created by a changing market context and seeking to maintain legitimacy while doing so. This paper argues that legitimacy is not a static “reward,” rather, something that evolves with the enterprise. This research adds to the body of literature on legitimacy and more specifically cultural entrepreneurship, which holds that entrepreneurs can actively gain and maintain legitimacy through storytelling.

Exploring the role of narrative in social enterprise and social innovation

“…(2013), argue are obscuring the real complexities and tensions inherent in social change. Schadenberg and Folmer (2022) provide the example of sustainable second-hand stores and how rather than telling a single mission story, they allow their specific products to tell smaller stories as legitimising strategy. In many ways, the work of Wittmayer et al.…”

“…On the other hand, Dey and Steyaert (2010) suggest that socially entrepreneurial organisations should focus mainly on "little narratives" of social change, rather than the grand meta-narratives that they, along with Seanor et al (2013), argue are obscuring the real complexities and tensions inherent in social change. Schadenberg and Folmer (2022) provide the example of sustainable second-hand stores and how rather than telling a single mission story, they allow their specific products to tell smaller stories as legitimising strategy. In many ways, the work of Wittmayer et al (2019) moves beyond this dualistic tension between grand narratives and little narratives, proposing that narratives themselves are a form of social change; particularly where they are attentive to questions of social power, complexity and grassroots participation.…”

Work integration ambitions of startups in the circular economy

“…Lane & Gumley (2018) identify opportunities for reuse and recycling, based on interviews (Lane & Gumley, 2018). Qualitative research methods have been used as well to identify and investigate specific challenges for WISEs, including the use of storytelling in reuse shops (Schadenberg & Folmer, 2022), and ways to deal with circular economy opportunities in business innovation processes (Gorissen et al., 2016; Stratan, 2017). At a more conceptual level, case study research has been used to see how total quality management concepts can be used to assess the impact of COVID‐19 in WISEs that engage in circular economy activities (Dezi et al., 2022), and how value as such can be redefined in a circular economy (Lekan et al., 2021).…”

“…There exists an increasing number of studies estimating the job creation potential of the circular economy (Brusselaers et al, 2022;Delanoeije & Bachus, 2020;Dubois & Christis, 2014;European Commission, DG Environment, 2018;Geerken et al, 2019;Lahcen et al, 2022). Also, job opportunities for vulnerable target groups have been identified (OECD & European Commission, 2022;RREUSE, 2021;Willeghems & Bachus, 2018b), as well as business opportunities the circular economy may generate for WISEs (Banerjee & Anand, 2021;França et al, 2022;Schadenberg & Folmer, 2022). While most of these studies involve conceptual work, or qualitative research methods, some recent studies use survey data to investigate opportunities for WISEs in a circular economy (Halberstadt et al, 2021;Kurleto, 2019;RREUSE, 2022b).…”