Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
The second-hand luxury fashion market has evolved into one of the most dynamic segments of the fashion industry, driven by shifts in consumer values, the rise of digital resale platforms, and increasing concerns about sustainability. This thesis investigates how digital platforms influence consumer behavior in the German sec-ond-hand luxury market, focusing on trust-building mechanisms, purchase drivers and barriers, and strategic positioning.
A mixed-methods approach was employed, combining a quantitative online survey (N = 250) with qualitative interviews conducted with experts from three leading plat-forms (Vinted, Vestiaire Collective, and Kleinanzeigen) as well as the white-label resale provider FAUME. Findings reveal that while sustainability and affordability are prominent motivators, trust remains a crucial barrier, particularly regarding product authenticity and platform transparency. Discrepancies between platform messaging and consumer perception suggest that communication strategies re-quire recalibration. Moreover, the FAUME case highlights the strategic potential of brand-controlled resale solutions in overcoming many challenges associated with peer-to-peer marketplaces.
This thesis contributes to the academic discourse by applying theories such as the Theory of Planned Behavior and Signaling Theory to explain digital second-hand consumption patterns. It further offers actionable recommendations for platforms and luxury brands to improve consumer trust, increase adoption, and shape the fu-ture of platform-mediated circular luxury models.
