Miku Sato

Research Context

The second-hand clothing (SHC) market is rapidly growing as a sustainable alternative to fast fashion. Asia is expected to drive this expansion, with Japan playing a key role. This study compares consumer perceptions of SHC in two culturally distinct but fashion-relevant markets—London and Tokyo—focusing on the role of Instagram in shaping these views.

Purpose

This research explores how Instagram micro-influencers shape consumer perceptions of SHC, and how these influences differ between London and Tokyo. The aim is to generate insights that can inform localised marketing strategies within the global SHC industry.

Research Method

A multi-method qualitative approach was applied:

・Semi-structured interviews with 8 participants (4 London, 4 Tokyo)

・14-day netnography of SHC-focused Instagram accounts in both contexts

Key Findings

London: SHC is widely normalised, linked to sustainability, and free from stigma. Influencers play a strong role in promoting SHC as trendy and socially accepted.

Tokyo: Consumers show greater resistance, with limited SHC promotion on Instagram and significantly lower engagement compared to London.

Value

This study offers a novel cross-cultural comparison of consumer attitudes toward SHC. Findings highlight how cultural context shapes engagement with SHC content, providing practical implications for global communication and marketing strategies.

Keywords

Second-hand clothing, SHC consumption, Cross-cultural study, Consumer perception, Micro-influencers, Netnography, Theory of Planned Behaviour (TPB), Theory of Consumption Values (TCV)