In this post on the Comms Women platform, Rachel Roth, a student at the University of Alabama, College of Communication and Information Sciences, analyses an article by Thalita Freitas, Davi Brecia, and Juliana Maria Magalhaes Christino on destigmatisation of thrift stores, published in Journal of Fashion Marketing and Management (Emerald).
In recent years, the perception of second-hand shopping has undergone a significant transformation. What was once stigmatized as a last resort for the financially disadvantaged is now celebrated as a sustainable and trendy choice. This shift is particularly evident in the realm of children’s thrift stores, as explored in the study “From Stigma to Trend: The Destigmatization of Children’s Thrift Stores in the Light of Social Practice Theory” by Thalita Freitas, Davi Brecia, and Juliana Maria Magalhaes Christino.
The study delves into the destigmatization of second-hand consumption in a developing country, using social practice theory to analyze media and institutional discourses. It identifies key themes that have reshaped the perception of children’s thrift stores, turning them into a viable and even desirable option for parents.
One of the most intriguing aspects of the study is the introduction of the “gear of practice” framework. This model illustrates how various practices intersect to destigmatize second-hand consumption. The framework consists of three circuits of practices involving suppliers, thrift store owners, and customers. Each group plays a crucial role in shaping the meaning and perceptions associated with second-hand goods.
For instance, suppliers contribute by providing high-quality, gently used items. Thrift store owners curate these items, creating an appealing shopping environment that rivals traditional retail stores. Customers, in turn, participate by choosing to shop second-hand, driven by motivations such as sustainability, economic advantages, and the desire to be part of a new trend.
The study highlights the significant role of media and institutional discourses in changing public perceptions. Positive media coverage and the endorsements from influential figures have helped to normalize and even glamorize second-hand shopping. Additionally, institutional support, such as government policies promoting sustainable consumption, has further legitimized the practice.
One of the primary drivers behind the destigmatization of children’s thrift stores is the growing awareness of sustainability. As environmental concerns become more pressing, consumers are increasingly seeking ways to reduce their carbon footprint. Shopping second-hand is an effective way to extend the lifecycle of products, reducing waste and conserving resources.
Moreover, the economic benefits of thrift shopping cannot be overlooked. For many families, purchasing second-hand items allows them to save money without compromising on quality. This is particularly important in a developing country context where financial constraints are a significant consideration for many households.
A shift towards second-hand shopping is not just a practical choice; it has also become a fashionable trend. Influencers and celebrities are often seen sporting thrifted outfits, further boosting the appeal of second-hand stores. This trend is especially pronounced among the younger generation, who are more likely to prioritize sustainability and ethical consumption.
The destigmatization of children’s thrift stores is a testament to the power of collective practices and changing societal values. As more people embrace secondhand shopping, it is likely that this trend will continue to grow, contributing to a more sustainable and economically inclusive future. By understanding the dynamics at play, we can better appreciate the significance of this shift and its potential to reshape the fashion industry.
Full Article Reference: Freitas, T., Brescia, D. and Christino, J.M.M. (2025), “From stigma to trend: the destigmatization of children’s thrift stores in the light of social practice theory”, Journal of Fashion Marketing and Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFMM-03-2024-0080