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Not only is 2nd-hand purchasing good for the world and your wallet, our new analysis finds the a lot more design and style-mindful you are, the additional probably you are to shop for second-hand outfits and add-ons.
In the 2020-21 economical 12 months, 72% of Australians bought at least 1 merchandise of second-hand clothing – but we required to know far more about persons who were being buying next hand.
It is generally assumed those who shop for second-hand outfits do so to preserve income or lessen their impact on the setting.
In our analyze, we discovered the increased folks rate on type-consciousness, the more most likely they are to store second hand. In point, fashion-consciousness was a more substantial predictor of 2nd-hand browsing than being frugal or ecologically-conscious.
Design and style-conscious shoppers are really different from manner-aware customers. Trend is all about the “new”: trend is a novelty and continually evolving.
Model, on the other hand, is about expressing long-phrase personal identification.
Secondhand clothes gross sales are booming – and may possibly support resolve the sustainability disaster in the fashion market
The problem with trend
Vogue consumers are utilised to a ongoing provide of new traits and “fast fashion” products and solutions. Speedy vogue will work speedily to replicate an at any time relocating stream of fashion traits, generating large volumes of lower-good quality apparel.
The impression of quick trend on the setting is sizeable and effectively-documented. Globally, the rapid style field results in 92 million tonnes of waste per yr and utilizes 79 trillion litres of drinking water. Much less than 15% of clothes are recycled or reused.
Poorly designed and small-quality fast style things are a important dilemma for charity merchants, who are compelled to ship rapid fashion products they simply cannot market to landfill.
But, likely from this speedy trend pattern, growing numbers of individuals are procuring for 2nd-hand outfits and equipment.
‘I can only do so much’: we questioned rapidly-style consumers how ethical issues condition their decisions
A growing marketplace
It’s difficult to figure out the measurement of the 2nd-hand market because a lot of sales choose location in informal options these as pre-loved marketplaces and on the internet platforms like Facebook Market.
Even so, revenue facts from on the web platforms demonstrates an explosion in progress. James Reinhart, CEO of online 2nd-hand fashion retailer Thredup, has predicted the world-wide next-hand market will double in the upcoming five years to US$77 billion (A$102 billion).
He also predicts the second-hand market place will be double the size of rapid manner by 2030.
Youthful consumers are driving growth in reputation of 2nd-hand buying, in particular by way of on-line platforms.
Our analysis implies much of this advancement is thanks to consumers looking at by themselves to be fashion-acutely aware.
What would make a 2nd-hand shopper?
We surveyed 515 Australian feminine-determining people hunting at their “orientation” (the preference to behave in a sure way) when it arrives to procuring. Just about every participant was measured for their orientation to frugality, how ecologically aware they are, their degree of materialism, how prone they are in direction of nostalgia, their vogue-consciousness and their design-consciousness.
While we found there are frugal and ecologically-mindful 2nd-hand customers, our study unveiled overwhelmingly that model-consciousness is the biggest predictor of 2nd-hand fashion purchasing.
Men and women who scored hugely on the design-consciousness scale were being a lot more probable to store for next-hand apparel than any of the other orientations.
A design-conscious particular person expresses them selves via their apparel. These consumers want apparel that enhance their particular model and values. They look for authentic and authentic pieces and stay clear of mainstream developments and quickly trend.
Type-acutely aware consumers invest in high-good quality, resilient apparel and equipment. While vogue-aware buyers are continually shopping for new apparel to maintain up with present tendencies, model-acutely aware consumers purchase outfits that are timeless, properly-crafted and enable them to express their unique id more than the very long-time period.
Regular thrift stores operate by charities are responding to client demand, reinventing their outlets with diligently chosen, high-high-quality clothing, enhanced merchandising and store design, on the web revenue and improved digital and social media advertising.
The range of independently owned, extremely-curated “pre-loved” stores and on the web gross sales platforms is also increasing.
Social media influencers have driven substantially of this advancement. Their accounts embrace 2nd-hand fashion, the circular economy (which highlights reuse, mend, repurpose and recycle) and promote the idea of #secondhandfirst.
Serving to the planet…with style
We hope with raising numbers of second-hand retailers, markets and on the web platforms providing a vary of good quality, pre-beloved clothing at various price details for diverse budgets – coupled with the growing acceptance of second-hand shopping – purchasers will take into account buying next-hand much more often.
For those who previously embrace “not needing new”, not only are you supporting the world – our exploration demonstrates you are also very likely to be doing it with design and style.