Digital Circular Fashion Platforms: Strategic Repositioning, Consumer Behavior, and Market Legitimacy

The second-hand fashion market has evolved from a marginal consumption practice into a strategic component of the circular economy. This transformation is driven not only by sustainability concerns but also by the digitalization of commerce and changing consumer values. This paper examines how digital platforms enable the strategic repositioning of second-hand fashion by reshaping consumer perceptions, enhancing market legitimacy, and supporting new business models. Building on interdisciplinary literature, the study analyzes the interplay between digital platforms, consumer behavior, and sustainability narratives. The findings suggest that successful repositioning depends on the integration of digital technologies, symbolic value construction, and social legitimacy mechanisms. While digital platforms facilitate scalability and engagement, they also introduce challenges related to overconsumption and “greenwashing”. The paper contributes by framing second-hand fashion as a digitally enabled strategic domain, highlighting the role of platforms in transforming both market structures and cultural meanings of consumption.