THRIFT CLOTHING SHOPPING TRENDS AMONG GEN Z IN PURWOKERTO: A CASE STUDY

The increasing popularity of thrift fashion among Generation Z reflects a shift in consumer values toward sustainability, identity expression, and resistance to fast fashion. This study aims to explore the factors that influence Gen Z consumers in Purwokerto to choose thrift clothing over new apparel and to understand the symbolic meanings and social dynamics behind their shopping behavior. Using a qualitative case study approach, data were collected through in-depth interviews with young consumers and local business owners, social media observations, and documentation analysis. The findings reveal that Gen Z sees thrift clothing not only as an affordable fashion choice but also as a means of expressing individuality, environmental consciousness, and anti-mainstream identity. Social media plays a significant role in shaping their preferences through visual content and peer influence. Furthermore, local thrift stores in Purwokerto have developed unique branding and adaptive marketing strategies to meet the expectations of youth consumers. Meanwhile, new clothing retailers face increasing pressure to innovate in response to this trend. This study contributes to the understanding of youth consumer behavior in developing urban contexts and provides practical insights for businesses seeking to remain relevant in a changing fashion landscape