Second hand : the MeWe generation as a driving force

Abstract: The second hand and vintage clothes market is increasing and the attitude and perception of the clothes are changing. Demographic age groups are important driving forces for change of attitudes and values. The purpose of the thesis is to get a better understanding of the MeWe generation, people born in the mid 80’s, as a driving force behind the increasing interest in second hand/vintage clothes. In this thesis their values are connected with their attitudes and motivations towards second hand and vintage clothes consumption. Qualitative method has been used and interviews with five representatives of the MeWe generation have been conducted. As a theoretical framework the survey of the MeWe generation by Lindgren et al is used along with research about second hand and vintage clothes. The conclusion of the thesis is that the MeWe generation can be considered to be an important driving force behind the growing second hand and vintage market. Their attitudes towards second hand clothes can be explained by their values. In this thesis the concepts of individuality, authenticity and post-materialism is in focus. They are important traits of the MeWe generation and can be used to explain the shifting perception of second hand clothes and the growing market