The pre-owned designer fashion market is experiencing significant growth globally, driven by shifting consumer preferences, economic motivations, and increasing awareness of sustainability. While younger generations, particularly millennials and Gen Z, are embracing second-hand luxury fashion, cultural stigmas and concerns about authenticity remain challenges in regions like Hong Kong and Mainland China. This essay explores the factors influencing consumer perception of pre-owned designer fashion, examining generational attitudes, economic incentives, and the appeal of uniqueness. It further analyzes the strategies necessary to promote this market, including emphasizing sustainability, fostering trust through authentication, rebranding pre-owned items as exclusive, and leveraging digital platforms for targeted marketing.
HULA, a Hong Kong-based resale platform, serves as a case study for examining the effectiveness of branding, marketing, and consumer engagement in this evolving industry. By implementing educational campaigns and refining digital outreach, businesses can reshape perceptions of second-hand fashion and broaden its appeal. With the right strategies in place, the pre-owned luxury market holds strong potential for growth in Hong Kong and Mainland China, providing consumers with sustainable alternatives while offering businesses new opportunities for innovation.
