THE RISE OF SECOND-HAND IN INDONESIA: CUSTOMER PREFERENCE BETWEEN PRE-OWNED LUXURY BAG AND BRAND NEW LUXURY BAG

• Main Author: Nara Hati, Dian
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77830
• Institution: Institut Teknologi Bandung

Consumer behaviour in Indonesia's high-end bag market is shifting due to the rising trend of purchasing pre-owned luxury items. This trend has significant implications for international luxury brands, offering them a chance to explore the expanding secondary market, driven by the increasing demand for second-hand luxury goods. This study aims to understand market preferences for pre-owned versus brand-new luxury bags through a qualitative research approach. By interviewing eight luxury bag buyers in Indonesia and analysing primary and secondary data sources, this study delves into consumer motivations and perceptions. Key findings indicate a strong appreciation for the quality, design, and status conferred by luxury bags, with many consumers seeing pre-owned bags as comparable to new ones in value and appeal. This preference is driven by factors such as sustainability, cost-effectiveness, and access to rare items. The growth in Indonesia's second-hand luxury market presents opportunities for luxury retailers to adapt and meet these changing consumer needs.