Aligning perspectives: retailers and Generation Z consumers in the second-hand fashion market

Purpose This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and misalignment between retailer marketing tactics and GenZ motivations. Design/methodology/approach An exploratory qualitative approach was used, involving interviews with nine second-hand fashion retailers and 25 GenZ consumers. The GenZ sample included both experienced consumers (those who have purchased second-hand fashion at least once) and inexperienced consumers (those who have never purchased second-hand fashion). Data were analyzed using the SHIFT framework, which conceptualizes behavioral change toward sustainability. Findings The study identifies five key gaps between retailers’ perspectives and those of GenZ consumers: (1) a misalignment of focus on rational and emotional drivers, (2) a convenience – expectations gap for offline retailers, (3) a trust gap for inexperienced consumers, (4) a digital disconnect for thrift stores and (5) a market segmentation perception gap. Originality/value By offering a nuanced understanding of retailers’ marketing tactics and GenZ’s drivers to purchase second-hand fashion, this study offers a unique perspective while applying the SHIFT framework to the second-hand fashion context. The findings provide actionable insights for retailers aiming to better align their marketing tactics with GenZ’s preferences and contribute to the broader literature on sustainable fashion consumption.