![]() EBay reported a 76% increase in secondhand children’s clothes sales in 2020. It is the fastest growing resale category, projected to increase by 493% in the next decade, according to the 2021 Reuse Report from e-commerce company Mercari and GlobalData. The huge increase in the market for childrenswear shows another way in which older generations are getting into secondhand. “I think a lot of us have actually learned from that generation, whether it’s your offspring or someone in an office,” she says. She says her recent experiences of buying preloved were inspired by her twentysomething daughter – and that she is not alone. Fashion has always been a way to do this.”Īnne-Marie Curtis was editor-in-chief at Elle until 2019 and launched Calendar, a sustainable fashion magazine in 2021. “Many young people are looking for a way to stand out and express their personality. “Wearing secondhand is a demonstrable statement of your intention, and a rejection of one of the most polluting industries on the planet,” she says. Photograph: AbsolutĪlex Goat, the chief executive of youth culture consultancy Livity, says the motivation behind this shift is partly environmental. Venetia La Manna, Harry Lambert and Nyome Nicholas-Williams, with nearly a million Instagram followers between them, chose the preloved and ‘deadstock’ clothing for the Absolut Swap Shop. Depop reports that 90% of active users are under the age of 26 and the hashtag “vintage” has 28.7bn views on generation Z’s favourite app, TikTok. A research project by Boston Consulting Group and resale site Vestiaire in 2022 showed that this demographic of consumers were most likely to buy (31%) and sell (44%) secondhand items, with millennials close behind. The boom in preloved clothes has largely been driven by generation Z. ![]() Charity shops, meanwhile, had an 11% rise in sales in the three months to the end of September, with Oxfam’s sales up 40% in the run-up to Christmas. Controversial cheap clothes brand Shein was the most googled fashion brand in 2022, but a recent report revealed sales had declined in the US for five months consecutively from June last year. ![]() There are also signs that the popularity of fast fashion is on the wane. It is forecast to rise by 67.5% from 2022 to 2026. ![]() According to GlobalData, the clothes resale market in the UK grew by 149% between 20. These moves tally with consumer behaviour. It’s in high-street shopping centres as well as vintage boutiques, bought and sold by parents, influencers and celebrities alike. These are all examples of how preloved fashion has moved from the fringes of society to become mainstream. ![]() Childrenswear is now the fastest growing sector of secondhand. Love Island, a reality show once sponsored by fast fashion brand Pretty Little Thing, has now been sponsored by eBay for the second series running, and Depop (which allows people to buy and sell vintage clothing online) has had stars including Olivia Rodrigo sell their clothes on the app. Many middle-market companies such as Cos, Joules and Toast started reselling preloved online alongside their new season collection or organising their own clothes swaps in the last year. A retail space in Brent Cross shopping centre that once housed a Topshop has also just opened as, a department store of secondhand clothes masterminded by former Red or Dead designer Wayne Hemingway and Maria Chenoweth, chief executive of Traid. ![]()
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