Samenvatting

This thesis explores why many people still hesitate to buy second-hand fashion, even though they care about sustainability. While the second-hand market is growing fast and expected to take up 10% of the global fashion market by 2025, many consumers still prefer to buy new clothes. This research looks into the psychological and cultural reasons behind that choice. Using a combination of surveys, interviews, and case studies, it identifies common concerns such as hygiene, status, social pressure, and the stress of finding the right item.
The results show that people are more open to second-hand clothing when it is presented in a clean, stylish, and trustworthy way. Based on these insights, a practical strategy report was created for fashion brands. It includes three main approaches: improving how secondhand clothes are presented in stores, being open and transparent about their quality and origin, and using storytelling to build a strong connection with customers.
This thesis offers useful ideas for fashion retailers—especially those with physical stores—on how to make second-hand fashion feel like a smart and stylish choice. It helps close the gap between what people say they care about (sustainability) and what they actually do (buy new clothes), supporting the shift to a more circular and responsible fashion industry.