Summary of key results from interviews with second-hand fashion retailers and GenZ consumers
| Second-hand fashion retailers | GenZ consumers | |
|---|---|---|
| Social influence | Thrift retailers focus on offline communities, while other second-hand fashion retailers reach out to target audience via social media | Friends and influencers play an important role in fashion choices, and social media is a source of inspiration and indication of popularity of items |
| Habits | Second-hand fashion retailers aim to make second-hand fashion shopping easy, e.g. through filtering options (online marketplaces) or organizing on color and size (physical second-hand fashion stores) | Perceive difficulty in finding the right size or brand in physical second-hand fashion stores. Experience with second-hand fashion may lead to more sustainable shopping practices (e.g. swapping clothes with friends) |
| Individual self | Mostly promote general aspects, such as affordability of second-hand fashion | Appreciate branded items at affordable prices |
| Feelings and cognition | All second-hand fashion retailers aim to offer second-hand fashion in an appealing, enjoyable manner. Additionally, some aim to raise awareness for sustainable fashion | Enjoy treasure hunting. Inexperienced consumers are concerned about authenticity, while experienced consumers check reviews to mitigate risks |
| Tangibility | Communicate about sustainability in a non-specific yet simple manner | Do not shop with sustainability in mind, however, do believe concrete communications may drive shopping second-hand fashion |
| Second-hand fashion retailers | GenZ consumers | |
|---|---|---|
| Social influence | Thrift retailers focus on offline communities, while other second-hand fashion retailers reach out to target audience via social media | Friends and influencers play an important role in fashion choices, and social media is a source of inspiration and indication of popularity of items |
| Habits | Second-hand fashion retailers aim to make second-hand fashion shopping easy, e.g. through filtering options (online marketplaces) or organizing on color and size (physical second-hand fashion stores) | Perceive difficulty in finding the right size or brand in physical second-hand fashion stores. Experience with second-hand fashion may lead to more sustainable shopping practices (e.g. swapping clothes with friends) |
| Individual self | Mostly promote general aspects, such as affordability of second-hand fashion | Appreciate branded items at affordable prices |
| Feelings and cognition | All second-hand fashion retailers aim to offer second-hand fashion in an appealing, enjoyable manner. Additionally, some aim to raise awareness for sustainable fashion | Enjoy treasure hunting. Inexperienced consumers are concerned about authenticity, while experienced consumers check reviews to mitigate risks |
| Tangibility | Communicate about sustainability in a non-specific yet simple manner | Do not shop with sustainability in mind, however, do believe concrete communications may drive shopping second-hand fashion |
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