Trend-Led Secondhand Curation

How field research, trend analysis, consumer behaviour and retail observation inform secondhand selection, timing and merchandising in Copenhagen.

My work as a trend analyst takes different forms, and it is not always easy to explain. I understand it as a continuous flow between research, observation and curation, with each part informing the next.

Through independent projects such as Second Hand Therapy — The Copenhagen Method and Second Hand News, I have deepened my work in circular fashion. These projects also led me to develop Trend-Led Secondhand Curation, my market-reading methodology grounded in my background in fashion, trends and consumer behaviour.

Rather than simply forecasting trends, this approach responds to a central challenge in circular fashion: how to increase the relevance of secondhand garments, extend their active life and reposition existing pieces within contemporary consumer contexts.

My research begins in the field: on the streets, at events, flea markets, exhibitions and within secondhand environments.

In 2026, this work expanded through my volunteer role with the Red Cross, where I observe purchasing behaviour, customer profiles and the circulation of secondhand products at close range.

What is Trend-Led Secondhand Curation?

In practice, my approach combines field observation, market analysis and curation.

Beyond working inside secondhand retail environments, I observe flea markets and other spaces that help me understand how clothing circulates across Copenhagen, where products come from and how they connect with different consumption contexts. Since mid-2024, this process has become increasingly systematic and now forms a direct part of my professional practice.

The methodology uses field observation and the interpretation of emerging signals to identify when a garment, category, material or aesthetic may gain renewed relevance. These readings can then inform decisions around selection, display timing, merchandising and presentation.

How does trend analysis guide secondhand retail?

Currently, I contribute to the store’s curation by using trend analysis to inform:

• product selection;

• the ideal timing for display;

• the interpretation of consumer demand;

• the identification of emerging aesthetic signals;

• and the presentation of existing inventory in more relevant contexts.

This approach can help secondhand retail maintain its visibility and competitiveness among both local customers and visitors seeking products with contemporary aesthetic relevance.

The goal is not simply to follow trends or encourage increased consumption. It is about asking:

• Which products already in circulation are becoming relevant again?

• What is the right moment to give a piece greater visibility?

• How can existing inventory respond to shifts in consumer interests?

From market reading to practical curation

The following visual documentation shows how this approach moves from market reading to practical curation.

Through selected garments, mannequin styling and visual merchandising, I document how trend signals can be translated into decisions about what to highlight, when to present it and how to create renewed relevance around pieces already in circulation.

For me, this is an important part of the methodology: the analysis does not end with identifying a trend. It continues through the practical interpretation of existing stock.

Curation as research

For me, curation is a direct extension of research, not a separate activity.

My process begins with observation. Observation generates field notes, market readings, reports and commissioned research. These insights then inform how products are selected, interpreted and presented.

The curation of secondhand pieces is guided by this market-intelligence perspective: identifying the right moment to give existing products renewed visibility and connecting them with current consumer behaviour.

The objective is not to encourage more consumption, but to use trend intelligence to help products already in circulation find new contexts of use, new audiences and a longer active life.

This is how I understand Trend-Led Secondhand Curation:

Research informs observation

Observation informs analysis

Analysis informs curation

This week’s curation

At this point in the summer, a variety of shopping intentions coexist in the store. Some customers are still packing for their vacations, while others are looking for a dress to enjoy a hot day in the city. There are also those already planning future outfits and seeking pieces versatile enough for different occasions.

Since we serve a diverse clientele and attract many tourists, my curation for the week aims to balance these needs: lightweight yet visually striking floral summer dresses, easy-to-style pieces, and accessories that can instantly transform a look.

I also prioritized high-selling categories, such as watches and small vintage bags with “kiss-lock” frames that classic metal snap closure. I’ve noticed growing interest in this style of bag among customers who enjoy customizing and transforming their pieces, often inspired by ideas found on Pinterest.( Cute and chaotic bags to inspire you )

That’s why my picks for the week combine three trends I consider important right now: weather-driven shopping, vacation prep, and a desire for personalization.

The accessory selection was also designed around small visual narratives: one direction is natural and bohemian, featuring raffia, wood, and beads; the other is darker and more sophisticated, incorporating black tones, metal, and varied textures. The goal isn’t just to display products, but to help different customers envision possibilities for the here and now, for their vacations, and for future outfits.

Related topic: Trend-led secondhand curation, circular fashion, consumer behaviour
About the author: Trend analyst, fashion and behaviour researcher, secondhand curator

About the author

I’m Andréia, a Copenhagen-based Trend, Culture & Consumer Behaviour Analyst specialising in fashion trends, circular fashion and secondhand culture. Through field research, street observation and retail insights, I explore how cultural shifts shape what we wear, buy and value.

My work translates observation into insight for brands, creative teams and cultural projects. I’m open to research collaborations, commissioned field studies and selected editorial opportunities.*Research bookings are currently full.

Next availability: December 17, 2026.*

Join the waitlist to be notified when new research projects open.

Thank you for reading. See you in the next edition.