IMPACT OF BUYING THRIFTED CLOTHES ON CLOTHING BRANDS IN LUDHIANA

Abstract

Ludhiana, one of Punjab’s largest centres for fashion and industry, is witnessing a significant rise in the popularity of thrift stores, particularly among young consumers. This shift in shopping behaviour is posing challenges for traditional apparel manufacturers. The growing appeal of thrift culture is driven by factors such as sustainability, affordability, and the uniqueness of second hand apparel. This research investigates the motivations behind thrift shopping and examines its impact on Ludhiana's traditional retail brands. A mixed-methods approach was used to gather data from 80 respondents through a comprehensive questionnaire. The findings indicate a decline in interest in fast fashion and mid-tier labels due to the increasing preference for sustainable and budget-friendly alternatives. The study concludes by offering recommendations for traditional apparel manufacturers to adapt to the evolving retail landscape, including integrating sustainable practices, diversifying product offerings, and enhancing customer engagement. These strategies can help traditional brands remain competitive in the face of changing consumer preferences and the growing influence of thrift culture.