Exploring the Impact of Retail Atmospherics on Plus-Size Consumers’ Fashion Thrift Shopping Experiences

Consumers are increasingly embracing second-hand fashion shopping in thrift stores and through a growing number of online resale platforms. However, plus-size consumers report feeling left out of sustainable fashion, citing thrift spaces that are not size-inclusive. This research aims to gain deeper insight into plus-size consumers’ second-hand shopping experiences by exploring the atmospheric factors that lead to positive and negative experiences and intentions among plus-size consumers in second-hand stores, in-person and online. In-depth interviews were conducted with 11 plus-size consumers based in the U.S. who have prior experience shopping for used clothing items at a variety of second-hand retailers. Key findings suggest that kind and knowledgeable store associates, garments presented on plus-size mannequins or models, body positive store signage, and enhanced fitting room design may positively impact the plus-size consumer experience and behavioral intentions. Research and practical implications are discussed.