Current Issue

International Journal of Costume and Fashion - Vol. 21 , No. 1

[ Article ]
International Journal of Costume and Fashion - Vol. 21, No. 1, pp.67-79
Abbreviation: IJCF
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2021
Received 02 Jun 2021 Revised 17 Jun 2021 Accepted 25 Jun 2021

Recent Changes in Consumer Perception in Sneaker Resale Market
Yoonseo Choi ; Kyuhye Lee
Master Student, Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University, Seoul, South Korea
Professor, Human-Tech Convergence Program, Department of Clothing and Textiles, Hanyang University, Seoul, South Korea

Correspondence to :

Citation Choi, Y., & Lee, K. (2021). Recent changes in consumer perception in Sneaker resale market. International Journal of Costume and Fashion, 21(1), 67-79.


The Sneaker resale market is becoming more popular beyond the enthusiasts, with economic resources such as stocks and investments available to consumers. As a result, its influence is also expanding. Thus, we compare the keywords “Sneaker resale” with a general keyword “Sneaker purchasing” to understand the overall perception of Sneaker resale. Data collection and analysis were based on the TF-IDF value by collecting and refining keywords for “Sneaker resale” and “General Sneaker purchase” through Textom 5 to derive the top 50 keywords NodeXL 1.0.1 program was used to measure centrality and visualize them. As a result, economic concepts were derived from the Sneaker resale keywords through Shoes-Tech and Sneaker-Tech. In general, keywords related to the function and external elements of the product were used, rather than economic keywords, such as “pretty,” “height,” “soles,” and keywords, such as “investment,” “financial technology,” were derived from the keywords of “Sneaker resale.” This confirms that Sneaker resale is now recognized as a market with new economic benefits. This work analyzes the perception of Sneaker resale through text mining and social network analysis, providing a new strategy for the Sneaker resale platform and a foundation to help the development of the Sneaker resale market.

Keywords: Resale, Sneaker, Sneaker resale, Shoes-tech, Social big data analysis

1. Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19-30.
2. Ahn, S. H. (2020, June 1). ‘나를 위한 선물’, 코로나로 우울한 마음 쇼핑으로 달래 [‘A gift for me’, healed by shopping for a melancholy heart from corona]. ChosunBiz. Retrieved from
3. Balachander, S., & Stock, A. (2009). Limited edition products: When and when not to offer them. Marketing Science, 28(2), 336-355.
4. Bang, H. S., Lee, K. Y., & Moon, H. S. (2019). A study on the analysis methodology of news media reporting using text mining. Thesis Collection of the Korean Society of Business Science, 3497-3502.
5. BoPing, Z. (2021, March). Analysis on the current situation and future development of sneaker resale market. In 6th International Conference on Financial Innovation and Economic Development (ICFIED 2021) (pp. 150-156). Atlantis Press.
6. Burgess, W. (2020). Hip-Hop Sneaker Collaborations. Intertext, 28(1), 10.
7. Cha, M. Y. (2020, December 25). 백화점, 한정판 스니커즈를 신다 [Department store wears limited edition sneaker]. The Asia Business Daily. Retrieved from
8. Choi, J. W. J., & Kim, M. (2019). Sneakerhead brand community netnography: An exploratory research. Fashion, Style & Popular Culture, 6(2), 141-158.
9. Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & marketing, 29(9), 639-650.
10. Choi, Y. H., & Lee, K. H. (2020). Korean consumers' political consumption of Japanese fashion products. Journal of the Korean Society of Clothing and Textiles, 44(2), 295-309.
11. Denny, I. (2020). The sneaker-marketplace icon. Consumption Markets & Culture, 1-12.
12. Gierl, H., & Huettl, V. (2010). Are scarce products always more attractive? the interaction of different types of scarcity signals with products' suitability for conspicuous consumption. International Journal of Research in Marketing, 27(3), 225-235.
13. Jang, W. E., Ko, Y. J., Morris, J. D., & Chang, Y. (2015). Scarcity message effects on consumption behavior: Limited edition product considerations. Psychology & Marketing, 32(10), 989-1001.
14. John, K., Oliver, C., Krista Z., & Jared O. (2020, July 20). Sneaker as an alternative asset class, part II. Cowen. Retrieved from
15. Jun, D. G. (2020). Effects of MZ generation’s conspicuous consumption on clothing evaluative criteria between self-use and gift giving. Journal of Korean Traditional Costume, 23(4), 107-119.
16. Jung, H., & Lee, B. G. (2020). Research trends in text mining: Semantic network and main path analysis of selected journals. Expert Systems With Applications, 162(1), 113851.
17. Jung, H. S. (2018, February 9). 삭스 슈즈 슈테크 아이템으로 [Socks shoes are shoe-tech item] . Fashionbiz. Retrieved from
18. Jusoh, S., & Alfawareh, H. M. (2012). Techniques, applications and challenging issue in text mining. International Journal of Computer Science Issues(IJCSI), 9(6), 431.
19. Kang, Y. K., & Lee, S. Y. (2020). 코로나에 움츠렸는데 ‘보복소비’ 할까? [People were squeezed by the corona, will they do ‘consume retaliation’?]. Midas., 2020(6), 78-79.
20. Kim, W., & Kim, B. (2020). Consumption motivation of limited edition product in reselling open market. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 133.
21. Lascu, D. N., & Zinkhan, G. (1999). Consumer conformity: review and applications for marketing theory and practice. Journal of Marketing Theory and Practice, 7(3), 1-12.
22. Leach, A. (2015, August 5), Are resellers ruining the sneaker game?, Highsnobiety. Retrieved from
23. Lee, J. Y. (2021). Analysis of sneaker resale phenomenon (PartⅠ). The Journal of the Korean Society of Knit Design, 19(1), 67-80.
24. Lee, Y. W., & Park, D. (2020, October 23). [Lifestyle] 웃돈 주고도 지른다…2030 열광하는 한정판 스니커즈 [[Lifestyle] give more money... 2030 Enthusiastic Limited-Edition Sneaker]. MK. Retrieved from
25. Matthews, D., Cryer-Coupet, Q., & Degirmencioglu, N. (2021). I wear, therefore i am: investigating sneakerhead culture, social identity, and brand preference among men. Fashion and Textiles, 8(1), 1-13.
26. Meyer, D., Hornik, K., & Feinerer, I. (2008). Text mining infrastructure in R. Journal of statistical software, 25(5), 1-54.
27. Milyavskaya, M., Saffran, M., Hope, N., & Koestner, R. (2018). Fear of missing out: prevalence, dynamics, and consequences of experiencing FOMO. Motivation and Emotion, 42(5), 725-737.
28. Min, J-H. (2020, August 10). Sneaker resale market: Companies eye $2 bn sneaker resale market to lure next generation. The Korea Economic Daily, Retrieved from
29. Park, J. H., & Chun, J. H. (2021). The characteristics of fashion flex on social media. Fashion & Textile Research Journal, 23(1), 31-43.
30. Park, T. H., Jung, C. Y., & Lim, K. J. (2020). Flex consumption trend. Excellence Marketing for Customer, 54(8), 56-6.
31. Powell, M. (2014, April 21). Sneakernomics: The sneaker business is a premium business. Forbes. Retrieved from
32. Raditya, D., & Hanafiah, N. (2021). Predicting sneaker resale prices using machine learning. Procedia Computer Science, 179, 533-540.
33. Riley, J. (2015, April 3). The sneaker resell market is worth an estimated $1 billion and here’s how it happened. Complex. Retrieved from
34. Seo, S. Y. (2017). The Interaction Effect of Scarcity Message and Purpose to Buy on the Special Edition Product’s Evaluation. Korean Management Review, 46(1), 267-286.
35. Shin, H., Eastman, J. K., & Mothersbaugh, D. (2017). The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand. Journal of Retailing and Consumer Services, 38, 59-70.
36. Shim, M. K., & Lee, S. H. (2021). “주식·코인 대신 신발에 투자한다”… 2030세대의 ‘스니커테크' 열풍 ["Invest in shoes instead of stocks and coins"… The 2030 generation's “Sneaker-tech” boom] . ChosunBiz, Retrieved from
37. Slaton K. & Pookulangara S. (2020). Stompin’ in my air force ones: An investigation into the sneaker resale market. International Textile and Apparel Association Annual Conference Proceedings, 77(1).
38. Tan, A. H. (1999). Text mining: the state of the art and the challenges. In Proceedings of the pakdd 1999 workshop on knowledge discovery from advanced databases, 8, 65-70.
39. Verhallen, T. M. M., & Robben, H. (1994). Scarcity and preference: an experiment on unavailability and product evaluation. Journal of Economic Psychology, 15(315), 331.
40. Yoon, S. Y. (2020, May 6). [시사금융용어] 보복소비 [[Financial Terms] Revenge spending]. Yonhap Infomax. Retrieved from
41. Zhang, Y. (2020). Analysis of the causes, the influential aspects and the risk of sneaker speculation and suggestion. Proceedings of Business and Economic Studies, 3(3).