The annual revenue of U.S. thrift stores is estimated to be $12 billion (First Research, 2014). Apparel products represent the majority of the products sold in these stores (Shim, 2010). While sales of apparel at thrift stores increased steadily during the economic downturn that began in 2008 (Tully, 2012), sales are expected to decrease as the economy improves (IBISWorld, 2012). To remain viable, thrift store managers need to have a solid understanding of their core apparel consumers in order to satisfy their needs (Carrigan & De Pelsmacker, 2009).