Gen Z and Millennials in Western Europe have growing concerns about climate change, and it’s making them re-evaluate their shopping habits. These young consumers want brands to invest more in the three R’s: re-selling, rewearing, and recycling. Fashion brands are especially under the scrutiny of these gens, who are often calling them out for greenwashing. As a result, many fashion brands in Western Europe are taking active steps to be more sustainable. Taking part in the resale industry is one of the options fashion brands have to become more sustainable. It’s also a financial investment: secondhand clothing is a growing sector, evaluated at $40 billion / year, and expected to grow 15-20% in the next five years. YPulse’s own data from WE Fashion Preferences And Style Report shows that half of young Europeans like to shop for vintage / secondhand clothing, proving that buying pre-loved items is common practice among these consumers. Many fashion brands have embraced the resale trend recently—such as PrettyLittleThing and Clarks—but are using different methods to...
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