Not only is 2nd-hand browsing excellent for the planet and your wallet, our new investigate finds the far more style-acutely aware you are, the a lot more possible you are to shop for 2nd-hand garments and components.
In the 2020-21 economic year, 72% of Australians bought at least one particular item of next-hand outfits — but we needed to know more about folks who have been shopping 2nd hand.
It is generally assumed individuals who shop for second-hand outfits do so to save funds or lessen their effect on the setting.
In our study, we identified the higher individuals level on style-consciousness, the more most likely they are to shop 2nd hand. In actuality, style-consciousness was a greater predictor of second-hand buying than becoming frugal or ecologically-acutely aware.
Model-conscious customers are pretty distinctive from fashion-aware purchasers. Trend is all about the “new”: manner is a novelty and regularly evolving.
Type, on the other hand, is about expressing lengthy-term specific identification.
The difficulty with vogue
Trend shoppers are used to a continuous provide of new developments and “fast fashion” items. Quick style operates rapidly to replicate an ever shifting stream of manner trends, creating significant volumes of low-high-quality clothing.
The effect of rapidly fashion on the surroundings is significant and nicely-documented. Globally, the quick manner field creates 92 million tonnes of waste per calendar year and utilizes 79 trillion litres of drinking water. Considerably less than 15% of apparel are recycled or reused.
Poorly designed and small-top quality speedy style things are a sizeable dilemma for charity outlets, who are forced to deliver quickly fashion products they just can’t market to landfill.
But, heading towards this quickly fashion trend, escalating figures of individuals are purchasing for second-hand outfits and components.
A rising sector
It’s difficult to determine the sizing of the 2nd-hand current market simply because a lot of product sales choose location in casual settings this sort of as pre-beloved markets and on the net platforms like Fb Marketplace.
Even so, product sales info from on-line platforms reveals an explosion in expansion. James Reinhart, CEO of on the internet second-hand vogue retailer Thredup, has predicted the global 2nd-hand sector will double in the following 5 decades to US$77 billion (A$102 billion).
He also predicts the second-hand market place will be double the dimensions of quick style by 2030.
Youthful buyers are driving expansion in attractiveness of 2nd-hand searching, specifically via on the web platforms.
Our analysis suggests a lot of this growth is owing to customers looking at them selves to be type-acutely aware.
What makes a 2nd-hand shopper?
We surveyed 515 Australian feminine-identifying people seeking at their “orientation” (the desire to behave in a particular way) when it comes to shopping. Every single participant was calculated for their orientation towards frugality, how ecologically acutely aware they are, their degree of materialism, how prone they are toward nostalgia, their style-consciousness and their fashion-consciousness.
Whilst we located there are frugal and ecologically-aware next-hand buyers, our investigate exposed overwhelmingly that type-consciousness is the biggest predictor of second-hand style searching.
Persons who scored hugely on the fashion-consciousness scale ended up more probably to store for second-hand outfits than any of the other orientations.
A style-conscious man or woman expresses by themselves by their clothing. These consumers want clothes that complement their personalized design and style and values. They glance for reliable and original parts and keep away from mainstream traits and rapid style.
Fashion-conscious shoppers get large-high-quality, long lasting clothing and add-ons. Although fashion-aware shoppers are constantly acquiring new clothes to maintain up with present-day developments, type-conscious purchasers get apparel that are timeless, very well-crafted and permit them to express their specific id over the lengthy-term.
Classic thrift outlets run by charities are responding to buyer demand from customers, reinventing their shops with cautiously chosen, higher-high-quality outfits, enhanced merchandising and retailer design and style, on-line revenue and improved digital and social media promoting.
The variety of independently owned, very-curated “pre-loved” stores and on-line product sales platforms is also expanding.
Social media influencers have pushed substantially of this advancement. Their accounts embrace second-hand fashion, the round economic system (which highlights reuse, repair, repurpose and recycle) and advertise the idea of #secondhandfirst.
Assisting the world — with fashion
We hope with raising numbers of second-hand merchants, marketplaces and on-line platforms offering a variety of quality, pre-beloved garments at unique price tag points for different budgets – coupled with the expanding acceptance of 2nd-hand shopping – customers will look at getting next-hand far more typically.
For those who already embrace “not needing new”, not only are you serving to the planet – our exploration exhibits you are also very likely to be executing it with design and style.