AUCNET Circular Economy Lab Survey Report on Secondhand Goods Purchasing Behavior: From 'Affordability' to 'Mature Value Selection' – The Evolving Apparel and Branded Goods Resale Market

AUCNET Circular Economy Lab, an internal research lab established by AUCNET Inc., a pioneer in circular market design (Headquarters: Minato-ku, Tokyo; President and CEO: Shinichiro Fujisaki; hereinafter “AUCNET”), has released findings from a nationwide survey on secondhand goods※1. The survey was conducted among 9,877 men and women aged 18 to 69 across Japan, supplemented by an in-depth survey of 2,535 individuals who purchase secondhand fashion items※2—key participants in the resale market.

Survey Report on the Current State of Secondhand Goods Purchasing

https://www.aucnet.co.jp/aucnet-reseach/report/20260629_01/

Survey Summary

Over half of consumers (53.6%) have purchased secondhand goods, indicating that buying pre-owned items has become a common and normalized choice in everyday life.

When asked why they chose secondhand over new items, top reasons among buyers of high-end and branded goods※3 included “it was a limited or rare item” (20.7%) and “I perceived it as having asset value” (14.9%), highlighting motivations tied to investment and collectibility. In contrast, buyers of no-brand goods※4 primarily cited “lower price compared to new” (59.3%), emphasizing cost savings.

Among buyers of secondhand bags from high-end or branded lines, 17.9% reported purchasing once a month or more frequently, with an average purchase frequency of 3.5 times—highest across all categories. This suggests the presence of a dedicated enthusiast base that actively trades high-value items for enjoyment.

Price tolerance among no-brand goods buyers remains low, averaging ¥6,406 for clothing and ¥9,618 for bags. In contrast, buyers of high-end and branded goods are willing to spend significantly more: ¥73,540 on average for clothing and ¥155,393 for bags, demonstrating a willingness to make substantial investments in secondhand items perceived as high-quality or asset-worthy.

Only a minority of consumers accept visibly used items when purchasing. Roughly 80–90% of respondents demand high quality as a minimum standard, with 30.2% of high-end and branded clothing buyers specifically seeking “unused or like-new” condition.

Sneakers, valued both as everyday wear and collectible items with asset potential, show nearly identical purchase rates: 32.0% among buyers of high-end and branded goods and 31.7% among no-brand goods buyers.

This survey clearly demonstrates that Japan’s resale market is evolving beyond a mere “low-cost alternative” into a “mature space for value-driven choices,” where consumers actively select based on purpose and priorities. For businesses, meeting increasingly discerning consumer expectations will require a foundational commitment to “trust assurance” and “high-quality control.”

Related Survey Graphs

※1 Secondhand goods: Products that have had prior ownership but remain functional. Even unused items are classified as secondhand if they have a previous owner.

※2 Source: Recycle Tsushin (Recycling News) survey: https://www.recycle-tsushin.com/news/detail_11719.php

※3 High-end and branded goods: Apparel and fashion items from luxury or designer brands with high brand value and price points.

※4 No-brand goods: Fashion and apparel items from widely available low- to mid-tier brands, or items without clearly identified branding.

【Survey Design】

Survey Overview: Survey on the Current State of Secondhand Goods Purchasing

Conducted by: AUCNET Circular Economy Lab

Methodology (Sampling Frame): Online survey, randomly sampled via Intage Inc.’s MyT Monitor platform

Survey Period: February 27, 2026 (Fri) – March 3, 2026 (Tue)

Region and Respondent Criteria: Nationwide, men and women aged 18–69

Target Respondents: Men and women aged 18 to 69

Number of Respondents: 9,877 in the general survey (excluding AUCNET-affiliated industries); 2,535 specifically among secondhand fashion item buyers

General Survey Respondent Count

Secondhand Fashion Buyers Survey Respondent Count

【About AUCNET Circular Economy Lab】

An internal research lab operated by AUCNET Inc., which launched the world’s first real-time online auction for used cars in 1985 (https://www.aucnet.co.jp/). Originally established in 2011 as the AUCNET Comprehensive Research Institute, the lab publishes research, analysis, and insights based on original surveys and studies to envision the future of circular economies.

Address: 2-5-8 Aoyama, Minato-ku, Tokyo 107-8349

Director: Yuji Arimura

Established: June 2022

Activities: As an internal lab, it conducts research and commentary centered on economics and auction theory, publishes resale market price indices, and disseminates survey and analysis findings based on proprietary research to shape the future of circular economies.

URL: https://www.aucnet.co.jp/aucnet-reseach/

【About AUCNET Inc.】

Company Name: AUCNET Inc.

Headquarters: 2-5-8 Aoyama, Minato-ku, Tokyo 107-8349

Representative: President and CEO Shinichiro Fujisaki

Founded: June 29, 1985

Capital: ¥18,070 million (as of December 31, 2025)

Consolidated Sales: ¥64,139 million (Fiscal Year ending December 2025)

Consolidated Employees: 1,119 (as of December 31, 2025)

Business: A circular market design company offering online auctions and related distribution services for used cars, used digital devices, branded goods, flowers, used motorcycles, and used medical equipment.

Stock Listing: Tokyo Stock Exchange Prime (Securities Code: 3964)

URL: https://www.aucnet.co.jp/

Media Inquiries Regarding This Report

AUCNET Inc. – Arai, Ito, Shin, Arisako

TEL: 03-6440-2530 MAIL: request@ns.aucnet.co.jp

※ When using this material, please notify AUCNET and credit the source as “AUCNET Circular Economy Lab.”