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Promoting Sustainable Clothing Behavior in South Korea with Focus on Users of Secondhand Clothing

Abstract The aim of this study is to learn what is needed to improve the user’s experience of the purchase and wearing of used clothing from the secondhand marketplace. In South Korea user experiences related to purchase of secondhand clothing have been most positive when related to luxury accessories, such as designer handbags. Few studies explore the experience of South Koreans with other categories of secondhand clothing; therefore, for the purpose of this study six volunteer participants were provided with funding to shop and purchase items at a selected secondhand clothing shop. Then data were collected about the experiences of these participants: how they thought about the shop itself; what they purchased; and finally how they used the purchased item(s). We found that to encourage the uptake of secondhand clothing consumption in South Korea, it was beneficial to record the user experience with the purchase of secondhand clothing. Finding ways to extend the life of clothing is a key part in a sustainable circular system for fashion; it is therefore significant to encourage South Koreans to engage with the used apparel market to determine what is considered an optimal experience.