Why is the Second-Hand Clothing Industry so Popular?
Younger generations in particular, such as Gen Z, are drawn to shopping pre-owned goods, due to both the lower cost and positive environmental impact. Many shoppers have a genuine concern about the environmental effect of fast fashion on the planet, and the recent pandemic may have added even more focus to these concerns. Younger people are also under more financial pressure, as they own a smaller share of wealth than previous generations did at the same age.
Buying second-hand items means that people can embrace their individuality, and create a look that no one else can replicate, so there's no danger of turning up to a party in the same outfit as someone else! You can create a wardrobe that’s completely unique to you.
The ability to purchase second-hand has also become much easier, thanks to the countless apps and websites which make it more accessible. This means we can get our products quickly, and no longer have to spend hours sifting through racks of clothes in a store.
Fast Fashion vs Second-Hand Clothing
The rise in the second-hand clothing market also means more people are turning away from fast fashion. Fast fashion mass produces clothing quickly, which often results in lower quality items. This leads to customers throwing away garments after only a few wears, and continuously buying new clothes.
In contrast, the second-hand clothing market offers reusable garments that last longer and can be resold again. This circular economy means less waste, and helps us live more sustainably. As people are becoming more aware of the impact their shopping habits have on the planet, they are wanting to make better choices and consume less.
How Brands are Using the Second-Hand Clothing Market
The global second-hand clothing market has mainly been dominated by re-commerce brands such as eBay and thredUp, who are specialised resellers, but more recently other well-established online retailers have begun following in their footsteps. Various big brands are now launching their own resale programs, which are housed on their websites, and offer customers the option of picking up pre-owned items at the same time they're seeking something new. Even some of the most top-end luxury labels are wanting to get involved in the movement toward second-hand fashion.
Many retailers have also partnered up with existing resale businesses, as M&S have done with Oxfam. M&S award a £5 voucher when a donation (which includes at least one M&S item) is made to Oxfam. These types of partnerships help to broaden the brand’s customer base, as it demonstrates to customers how the retailer is supporting the circular economy and overall well-being of the planet.
Multiple brands are now offering vintage clothing, with high street giants like Urban Outfitters and Weekday selling vintage items online and in store. Even fast fashion brands are now embracing the style. Boohoo collaborated with Glass Onion for their Kourtney Kardashian Barker range, which included vintage pieces, further bringing it into the mainstream.
The popular reality TV show, Love Island, have also helped push second-hand clothing into popular culture by partnering up with eBay. Contestants of the show now wear pre-loved clothing for their millions of viewers, promoting the idea of wearing second-hand garments to a wider audience.