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The following paper offers new insight into marketing research in the currently vastly
growing fashion second-hand and resale economy. This study aims to contribute to the
development of successful marketing strategies for the fashion resale market, as a means for
fashion brands to venture into and take full advantage of this growing business opportunity.
From an environmental perspective, furthering research into how brands can navigate the
second-hand and resale economy represents a further step in nudging the fashion industry to
move from a linear system to a circular business model. Specifically, this study investigates
the influence of brand category (fast fashion vs. luxury) as a moderator on advertising
message, and the consequent effects on consumers perception of brand credibility, message
credibility, perceived fit and purchase intention. Data was collected from 225 participants
through an online survey. The analysis consisted of used a two-factorial ANOVA with a
between-subject design. The results prove the existence of a moderating effect of brand
category on advertising message, thereby contributing a valuable research model to the
current literature. Lastly, managerial implications and advice for marketeers for both fast
fashion and luxury brands are discussed.
