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The use of second-hand clothing can reduce the sustainability impact of clothing. It is a prerequisite of second-hand clothing shops to attune to consumers’ needs to significantly increase the sales of second-hand clothing shops. In this paper, the consumer preferences with respect to second-hand clothing shops are researched using a conjoint experiment. Four store characteristics were manipulated, namely the quality of clothing, clothing availability, warranty, and brand. The study shows that participants prefer second-hand clothing stores that offer branded clothes, offer a wide assortment of good quality clothing, and even provide consumers with a 6-months warranty. Such shops are comparable to the omnipresent fast-fashion shops. It is advised to build a brand for second-hand clothing shops, e.g. using a franchise strategy to increase the diffusion of these shops. However, the limited availability of large quantities of high-quality second-hand clothing might hinder such a diffusion. |
