Consumer Behavior

Gen Z’s Perceptions of Brand-New Versus Second-Hand Luxury Fashion Consumption  

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Abstract

Personal luxury brand goods draw consumers’ interest due to their distinct brand recognition, exceptional quality, craftsmanship, experiential value, and exclusivity for the wearers. Luxury brand goods signify the social status of wearers through their recognizable designs and logos. The wealthy are primarily targeted consumers to absolute luxury brands, whereas less affluent consumers opt for masstige, accessible luxury, or pre-owned luxury items (Kim-Vick & Yu, 2023). The affordability of second-hand luxury goods was the major draw, followed by second-hand luxury goods being a sustainable choice. Kim and Lee (2015) found the luxury goods consumption beliefs and motivations, such as the importance of social status signified by luxury brands and experiential aspects of luxury retailers, among the silent generation, baby boomers, Gen Xers, and millennials. In this study, we aim to extend their study (2015) by examining Gen Z consumers’ motivational factors in the consumption of brand-new and second-hand luxury goods. 

Keywords: Gen Z, Personal luxury, brand-new, second-hand, consumption motivation

How to Cite:

Kim, J., Ju, H. & Rhee, J., (2025) “Gen Z’s Perceptions of Brand-New Versus Second-Hand Luxury Fashion Consumption   ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18505