Second hand retailing in emerging markets – case for sustainability or economic frugality?

The growing number of clothes gathering at the “garbage mountains” increases concern about fast fashion production. The fashion industry releases enormous amounts of yearly waste depleting natural resources. This bachelor’s thesis investigates the second-hand business as a component of slow fashion and consumer behavior toward second-hand clothes. The object of the thesis is to evaluate whether the choice made for second-hand clothes comes from external motivation as a concern about sustainability or from internal motivation connected to economic frugality. Qualitative research in the form of interviews with Prague second-hand shop owners and quantitative research in the form of a questionnaire for consumers was conducted. The findings indicated that both the owners and the customers have little interest in sustainable operation and development. The advantage of used clothing affordability combined with high-quality clothing provides the consumer with the most value. Although there is no direct intention to impact the environment, second-hand shop owners and customers positively contribute to the development of slow fashion lessening the amount of clothing thrown away by being part of the second-hand retail cycle.