The aim of this thesis is to explore consumer perceptions regarding the emerging trend among traditional clothing stores in Gothenburg, Sweden, where a section of their retail space is dedicated to reselling pre-loved clothing. Additionally, it seeks to investigate the factors influencing consumers' preference for these sections over conventional thrift stores. Employing a qualitative approach, the study conducts 10 shop-along sessions comprising semi-structured interviews and unstructured observations in four traditional clothing stores, each featuring an integrated pre-loved section. The theoretical framework encompasses consumer value theory, supplemented by the Means-End Chain Theory, which is utilized to analyze the findings. Results reveal a positive response from participants toward pre-loved initiatives, indicating an overall favorable perception. Findings show that consumers perceive pre-loved initiatives as multiple valuable, including economic savings, functional quality, social value, and an enjoyable, empowering, and satisfying experience. Furthermore, various factors such as curated pieces, well-organized sections, unique garments, and diverse assortments influence consumers, leading to different consequences and values such as feeling efficient, self-fulfillment/self-expression, and enjoyment, thus favoring pre-loved initiatives over conventional thrift stores. In conclusion, the study sheds light on the growing preference for pre-loved initiatives among consumers in traditional clothing stores.