Second-hand fashion: re-commerce in the context of generation Z preferences

Abstrakt

Re-commerce, or the re-trading of clothes, is gaining popularity in the fashion industry, especially among the younger generation Z. The rapid growth of apps such as Vinted and Depop, as well as the increasing number of online and stationary second-hand shops, indicates a change in consumer attitudes towards second-hand clothing shopping. For Generation Z, known for their greater environmental awareness and desire for authenticity, re-commerce is becoming an attractive alternative to fast fashion. The aim of this article is to explore how re-commerce fits into the shopping requirements of generation Z. The article analyses the motivations, attitudes and shopping habits of the younger generation in the context of the second-hand clothing market, and identifies barriers that may influence their consumer decisions. The study used the original author's social research conducted using a diagnostic survey method (CAWI survey questionnaire). The results obtained can contribute to a better understanding of the role of e-commerce in the fashion industry and point to directions for further research on sustainable consumption among the younger generation. The results of the analyses provide new insights into the shopping preferences of generation Z, identifying barriers and motivations of consumers. They address the subject of changing attitudes to consumption among Generation Z representatives, the promotion of a circular economy and changing consumer shopping patterns, as well as the perception of second-hand clothes. However, the research results are limited to a specific, narrow group of respondents (generation Z) and have territorial limitations (respondents from Poland). Nevertheless, they can be used in practice in the marketing strategies of clothing companies, the development of e-commerce platforms and the promotion and education of conscious consumption.