The role of fashionability in second-hand shopping motivations

Carla Ferraro, Sean Sands, Jan Brace-Govan

Research output: Contribution to journalArticleResearchpeer-review

52 Citations (Scopus)


Second-hand consumption has been quietly undergoing a makeover in recent years. As part of this shift, the concept of shopping for second-hand goods has been redefined. In today's retail marketplace, a mix of thrift stores, high-end stores, and online retailers are recognising the value of second-hand and hosting flea markets or launching their own vintage product collections. However, limited research attention has been paid to role of 'fashionability' as a motivation for consumers to shop for second-hand goods. In this study, we explore modern consumer second-hand shopping behaviour and motivations, inclusive of fashionability. Through a segmentation of second-hand store shoppers, we identify four distinct segments. While we find a polarisation of fashionability motivations, the vast majority (83%) of second-hand shoppers are driven by fashion when shopping in second-hand stores. The findings present several implications for second-hand retailers, including new ways to expand their customer base by tapping into elements of fashionability.
Original languageEnglish
Pages (from-to)262-268
Number of pages7
JournalJournal of Retailing and Consumer Services
Publication statusPublished - Sep 2016


  • Retail
  • Second-hand shopping
  • Segmentation
  • Shoppers

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