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It’s out with the new and in with the old as the global, and local, secondhand apparel market continues to grow.

As a testament to the value of the ‘secondhand experience’, the latest ThredUp report offered further proof of a seismic shift towards a more circular fashion ecosystem.

Now in its 12th year, the Resale Report shows some of the most promising signals that consumers are losing patience with fast fashion outlets – a trend that appears to transcend generations.

From young digital-savvy individualists to experienced thrift enthusiasts, local bargain hunters are increasingly browsing second-hand websites. And it’s not just good for their pockets, it’s good for the environment, too.

According to Aune Aunapuu, Founder of Yaga, the fastest-growing marketplace for selling and buying second-hand fashion in South Africa and Estonia, “The landscape of sustainable fashion in South Africa has completely transformed over the past decade.

“In the early 2010s, it was niche – driven by some local designers and eco-conscious consumers – but now, it’s becoming truly a mainstream movement.”

Thrift fashion is not new, but the need for sustainability in the fashion industry has become even more evident with the rise of online fast fashion outlets like Shein and Temu.

The Ellen MacArthur Foundation estimates that fast fashion contributes approximately 10% of global carbon dioxide emissions annually, along with 20% of wastewater.

“Global concern for our planet’s health has shifted where consumers put their money. Shoppers understand that the fashion industry is one of the most polluting sectors in the world, and they are looking for other, greener options.”

This need for a more sustainable approach to fashion has resulted in the second-hand and resale sectors growing significantly faster than the broader retail clothing sector in 2023. Projections indicate that South Africa’s second-hand market will represent 9.1% of the R108.51 billion fashion industry in 2024.

This is about R9.9 billion in a segment that continues to grow its market share annually.

The ThredUp report is a fascinating insight into how fashion fundis spend their hard-earned rands and why many people resell their used clothes rather than dump them onto a landfill. Cleaning out your cupboard and living sustainably can be perfect bedfellows; globally, 25% of people opt to resell, and this figure rises to 33% among Gen Z and Millenials.

While 60% of consumers say shopping secondhand apparel gives them the most bang for their buck, 41% of say when seeking a deal on clothing, secondhand is the first place they look.

Retailers are taking note, and 74% of retail executives who don’t currently offer resale are either considering or planning on getting into resale in the future. For many retailers, second-hand offerings are a gateway to new customers, with 26% of shoppers saying they are more likely to shop with a brand that offers resale clothing.

The local thrift industry has long been a unique feature of Cape Town’s scene, with pre-loved fashion no longer constrained to a rail at Milnerton Market.

Muizenberg’s own The Retro Club has been espousing a more sustainable cool to locals for years, and has been offering a sustainable alternative to conventional fashion ever since founder Nicole Brand started the business in 2019. Besides saving the planets and your pockets, we’ve always just loved shopping with them.

 

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The appeal of second-hand fashion lies in its typically lower prices compared to fast fashion, as well as the opportunity to find unique clothing items not typically found in stores.

According to the ThredUp study, affordability plays a crucial role in thrift shopping, with nearly three out of four consumers prioritising price when making apparel purchases, hence their preference for second-hand items.

“For shoppers, preloved items are typically 50-80% cheaper than new ones and often in excellent condition — who wouldn’t want to find great deals while supporting the environment?”

Second-hand clothes might not be for everyone, but the very fact that they can be resold means it was top quality to begin with. Old school will always be cool. Besides, that 25-year-old Angora sweater you see in a thrift store will outlast anything you can buy on Shein.

[source:businesstech&thredupreport]