Where do you usually buy your clothes from? Sort of high street but sometimes I let’s go in my charity shops. Mostly secondhand stuff. Like charity shops actually. Thrift stores or like secondhand. Secondhand clothes too, yes. Attitudes towards secondhand clothes
have changed where now just over two-thirds of people are either buying
or up for buying used clothes. The resale market has recently grown
21 times faster than retail and who’s responsible? You blasted kids. Err, rude.
But he’s right. Us youngsters who are killing everything are driving the reselling trend, helping
it become a disruptive force. So why has reselling and buying secondhand become so popular? Here’s three reasons. The first is our desire for variety,
which has a lot to do with it. When you’re the most photographed
generation in history it seems like every event requires
a fresh look for your feed. So selling our stuff and buying
secondhand means that we can easily change up our wardrobes. Secondly, we’re more aware of fashion’s sustainability problem. We are also buying more clothes
than ever though so maybe that doesn’t quite stack up but
there’s one reason we can all agree on: Well for one, because it’s cheaper. – It’s cheaper for me.
– You get designer stuff for cheaper. Yeah. Factors that are most important for people when they’re choosing where to
buy or what clothing to buy is really value for money and that is
something that secondhand can offer to people so people can trade up,
they can buy brands they wouldn’t necessarily be able
to afford brand new. Now, reselling has exploded and
dozens of apps have sprung up, which look nothing like the
old days. One of the biggest is Depop. It’s pull with younger users is massive
because it goes beyond just simply buying clothes. This is Isabella Vrana who is one of
the top sellers on Depop in the world. The highest earners on Depop
can earn up to six figures. People have been reselling a few years
and it’s only so visible now because of social media and apps like Depop which
like get a lot of attention from media and stuff. It kind of hits the sweet spot
of like eBay but Instagram because you like and you follow And what sort of clothes
do you sell? What would you say is the style? I think Rachel Green when she was working at
Ralph Lauren kind of officewear. Not too specific. I’m not trying to sell the coolest stuff,
I’m just selling stuff that I like and stuff that I’d wear. Styling is really important to me. I style everything in my photos
how I’d wear it. I’m just doing me. Yeah. Drops mic. [laughs]
Just doing me. The popularity of Bella’s store shows
how Depop is bringing buyers and sellers together. You the consumer, you want
to buy from somebody that maybe you resonate with. You don’t want to buy into,
you know, this faceless organisation. where, you know, that authenticity
is missing. So I think Depop fills that space of,
you know, this is a human being and I’m inspired by your work and so it gives that human quality. However reselling points to an obvious worry for the fashion industry. If people are buying more secondhand then they’re not buying new. So how is it coping? Some retailers are putting their
money where their mouth is, partnering with or investing in
resale platforms. In the luxury space we’ve seen Burberry
partner with The RealReal and then looking more towards the high street
we have H&M who has a 70% majority stake in Sellpy, another resale platform. Other brands use resale apps to spot
the most unique looks from sellers like Isabella, and release their own versions of
the most hyped items. It’s easy work when you can see
what’s being liked and what’s being sold. The resellers, how they are driving that narrative, that’s very important
because that is really the birthplace of trends and so of course a big brand
is looking at that and seeing you know what is resonating with their audience. Then there are the retailers who are
hosting pop ups to draw in shoppers who are less likely to buy new. But there are also brands who aren’t on board
and see reselling as a matter of trademark infringement. This is a problem when it comes
to brand devaluation. There is that worry of, you know,
these kind of luxury players losing control and then that tarnishing,
the value of their brand. So what does it all mean? Our attitude to secondhand clothes
has made reselling big and research shows that there’s an appetite across all ages. Some of the power has been
handed back to us, forcing fashion retailers to innovate. But as the way we own things,
from homes to music, to films and cars, continues to lean towards
renting and sharing, trickier challenges could lie ahead
if fashion continues in this way. Peer-to-peer swapping. That’s become a
really big thing particularly with younger consumers and they’re really
interested in swapping with friends or going to clothes swapping events as well. And that’s going to be much harder
for retailers to take part in.

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