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From thrift stores to online resale platforms, buying preowned apparel is very much on trend—as a way of saving money, reducing waste, or making a fashion statement.
In the US, 42% of consumers say that they bought secondhand clothing or accessories at least once over the past year, according to new research by Bain’s Consumer Lab. In the UK, the equivalent figure is 48%, with France and Germany not too far behind at 45% and 37%, respectively.
That mainstream acceptance has recently powered double-digit sales increases at resale platforms such as ThredUp and Vinted. Aided by the growth of these platforms, buying preowned apparel is now a conscious choice for many affluent consumers who can afford new clothes, particularly among younger generations.
Older and younger consumers often buy the same types of preowned apparel. Tops and knitwear tend to be the most-bought or second-most-bought items across age groups. Denim is universally popular, too. That said, younger shoppers are more willing to buy secondhand items baby boomers tend to avoid, such as footwear.
Preowned apparel's thrift store vs. Depop divide
As for where shoppers prefer to buy their secondhand clothing, our research confirmed that there’s a transatlantic rift in channel preference—for now, at least.
Although our research shows that US preowned apparel shoppers are currently more likely than Europeans to say that they made their purchases in a physical store and less likely to say that they used an online resale platform, the market in the US is likely to shift more toward online given channel growth trajectories.
The sweet spot for secondhand discounts is 30% to 70%
In both the US and Europe, three-quarters of preowned apparel and accessories shoppers say that saving money is one of their top three motivations for buying secondhand. A similar proportion say that they are looking for better value, getting more bang for their buck. Sustainability was the third-biggest motivation.
Most buyers report achieving savings of between 30% and 70% compared with the cost of acquiring the same item new. That’s a useful pricing guide for the many consumers who sell preowned apparel as well as buy it.
Only a small minority of consumers on either side of the Atlantic say that they buy more preowned than new apparel. However, many of those who buy from thrift shops or resale platforms are primed to allocate more of their clothing budget to preowned. In the US, 27% of consumers who have already bought preowned apparel said that they were looking to buy more over the coming year, while the equivalent figure was 23% in Europe.
The Global Consumer Lab
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