Resale Resonance: Online Insights on Secondhand Apparel Marketing

This research examines online conversations around secondhand clothing to inform marketing strategies. Tweets containing hashtags such as #secondhandclothing and #vintageclothing were collected during National Secondhand Wardrobe Week 2023. NodeXL was used to conduct semantic network analysis, social network analysis, and sentiment analysis. Four distinct themes emerged from both the semantic network (i.e., Brands and Styles; Product Descriptions; The Dominance of Poshmark; Zeitgeist-Driven Thrift Purchases) and the user network (i.e., Poshmark Sellers; Sellers Through Other Platforms; Canadian Sellers; Poshmark Ambassadors/Etsy Star Sellers). The study found that most messages used mass marketing to promote secondhand clothing, focusing on encouraging consumption. While some green and circular marketing strategies were observed, sustainability and sufficiency approaches were underrepresented. This research highlights a gap in sustainable marketing practices and offers valuable insights for secondhand clothing sellers to refine their messaging. It also suggests opportunities for further exploration of sustainability marketing.