What are consumers' perceptions towards the consumption of second-hand new luxury fashion?

Abstract

In today's world, we are faced with major challenges arising from excessive consumption and production, which have profound repercussions on the environment and society. This problem is particularly pronounced in the fashion industry, where the negative impacts are evident not only in the fast-fashion sector, but also in the luxury sector, which is currently evolving. Consequently, it is becoming imperative to explore more sustainable modes of consumption, a notable example being the adoption of second-hand practices as part of the circular economy. Among the dynamic changes taking place in the luxury sector, our attention is drawn to a new and more accessible facet known as "new luxury". Specifically, we are focusing on "masstige" brands, a subset of the new luxury paradigm. Born from the fusion of "mass" and "prestige", masstige brands represent prestigious labels that offer affordability to middle-class consumers, while respecting the standards of excellence of products. In this context, the main objective of our research is to understand consumers' perceptions regarding the consumption of second-hand new luxury fashion items. More specifically, we aim to understand the motivations behind such choices, as well as the potential barriers that might dissuade individuals from engaging in the consumption of second-hand masstige branded clothing.