Purpose

The purpose of this paper is to identify opportunities and challenges for small- to medium-sized pre-owned fashion enterprises (SMEs) in Vietnam. While recent studies have identified the growth of pre-owned fashion in developed economies, pre-owned clothing remains negatively associated by some consumers with overseas charity donations of second-hand clothes to Vietnam, following the economic upheaval of the 1980s.

Design/methodology/approach

Qualitative data were collected via semi-structured in-depth interviews with founders and/or owners of pre-owned fashion SMEs (n = 5, aged 25–40 years) with physical stores located in Ho Chi Minh City alongside online retail platforms. All interviewees are significant industry and consumer influencers.

Findings

Younger Vietnamese consumers are motivated by (1) pre-owned fashion's value for money compared to buying new western branded luxury items and (2) the ability of pre-owned and vintage fashion to allow the wearer to create a unique personal style. While Vietnamese consumers and retailers associate “sustainable fashion” with various, often unrelated concepts, the impact of global and local discourse around sustainable fashion in the last five years has generally supported wider interest in pre-owned fashion.

Originality/value

This study contributes to the relatively modest pool of English-language research on the fashion and textiles industry in Vietnam, a global fast-fashion manufacturing hub. The findings advance understanding of how pre-owned fashion is growing as a high-end niche market despite significant supply chain restrictions as well as a lingering perception of pre-owned fashion as charitable donations.

中文翻译：

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二手时装作为可持续消费主义？越南市场的机遇与挑战

目的

本文的目的是确定越南中小型二手时装企业 (SME) 面临的机遇和挑战。虽然最近的研究表明发达经济体中二手时装的增长，但在 1980 年代的经济动荡之后，一些消费者仍然将二手服装与海外慈善机构向越南捐赠的二手衣服负相关。

设计/方法/途径

定性数据是通过半结构化深入采访二手时尚中小企业（n  = 5，年龄 25-40 岁）的创始人和/或所有者收集的，这些中小企业的实体店位于胡志明市以及在线零售平台。所有受访者都是重要的行业和消费者影响者。

发现

越南年轻消费者的动机是 (1) 与购买新的西方品牌奢侈品相比，二手时装物有所值，以及 (2) 二手时装和复古时装能够让穿着者打造独特的个人风格。虽然越南消费者和零售商将“可持续时尚”与各种通常不相关的概念联系在一起，但过去五年全球和当地围绕可持续时尚的讨论的影响普遍支持了对二手时尚的更广泛兴趣。

原创性/价值

这项研究为越南这个全球快速时尚制造中心的时装和纺织业的相对适度的英语研究做出了贡献。尽管存在严重的供应链限制以及人们对二手时装作为慈善捐赠的挥之不去的看法，但这些发现促进了人们对二手时装如何发展成为高端利基市场的理解。