Don’t expect easy answers. “There are no boundaries anymore between commerce and connections, consumption and production, and even entertainment and entrepreneurship,” says Federica Levato, a partner at Bain, who worked on the report. “This extends to how these generations view life and society, but also fashion. When it comes to newness, this generation has a new lens through which they see ‘new’.”
For Gen Z, the trend cycle continues to quicken, posing a challenge for fashion brand marketers seeking to connect with younger consumers. Some of the motivations for using Depop come as no surprise — 75 per cent of those surveyed are looking to reduce clothing consumption. But their interest in secondhand clothes also has significance beyond save-the-planet instincts. Over half of respondents said they buy secondhand “to find one of a kind pieces”, while 45 per cent use it “to tap into trends”. Secondhand may be sustainable — but it’s also cool.