The main purpose of this research is to explore consumer behavior towards online clothes swapping events. The study concentrates on finding the reasons behind consumers’ lack of interest in participating in swap events thereby developing possible suggestions for the case company to gain more users in the future. The literature review covers the concepts of sustainable consumer behavior, circular economy in fashion and consumer motivations for secondhand fashion consumption. In addition, theoretical background of clothes swapping events is also mentioned together with an introduction to Online swap events by Lagoom and an overview about the company. Both quantitative and qualitative research analysis are involved in the research process. 2 questionnaires are conducted accordingly to 2 phases of the research process. The first phase aims to find out consumers’’ interest in swap events and the second phase dedicates to explore the reasons why and how to overcome the existing challenges. The study findings show that the biggest challenge of these swap events is lack of consumer awareness. A user centric value proposition is created to help the company identify consumer pain points and suggest 4 possible strategies for future implementations.