The report revealed that more consumers than ever shopped secondhand apparel last year (58%) and about half of younger generation consumers look secondhand first for apparel.
There's a LOT in that report but here are my 3 takeawayson what the report's findings could mean for you & the sustainable fashion space.
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1οΈβ£ Resale value as a key decision factor
About half of consumers now say that resale value is "an important factor when it comes to purchasing new apparel". And 41% of younger customers say they would be less likely to buy apparel without good resale value.
And the proportion of consumers actually reselling their clothes is growing, ThredUp reports β the percentage of younger consumers reselling apparel went up 6 points in 2024.
π Takeaway: Whether you're selling secondhand or new fashion, know whether that product is able to retain value on the resale market. Consider how this could be integrated in your messaging or product pages if so.
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2οΈβ£ The rise of social commerce
Nearly 40% of younger generation shoppers and 28% of consumers overall have bought secondhand via social commerce in 2024, with Facebook Marketplace, Instagram, TikTok Shop, YouTube, or Pinterest being the top 5 destinations.
And 86% of retail executives say they either currently enable customers to shop secondhand via social commerce or are considering it for the future.
π Takeaway: If your brand hasn't explored social commerce for secondhand (or upcycled creations), 2025 might be your year even if social hasn't been effective in the past. Growing shopper interest and new tools could help unlock social commerce success if you have a younger customer base.
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3οΈβ£ The secondhand shopping experience still has room to improve
ThredUp reports that 40% of shoppers are overwhelmed by the sheer volume of items available secondhand. Though consumers say that personalization, improved search, and discovery is making it easier.
Nearly 70% of retail executives say they are turning to AI to make secondhand more appealing to their customers. (The reality of AI's environmental impact is a whole other topic for another day...)
π Takeaway: Some customers like the thrill of the hunt, but others appreciate a more streamlined experience.
If your customer is the latter, consider the power of curation for brand-owned experiences (in-person or online) and ensure your website (or product listings on a resale platform) are optimized for AI-powered search.
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My Key Conclusion:
With 15% year-over-year growth in the global secondhand market and resale growing 8X faster than the broader retail market in the US, secondhand is simply un-ignorable for the fashion industry.
Whether a brand is integrating a resale arm into the brand like Eileen Fisher or including curated vintage finds in-store like Reformation, I don't think it's farfetched to predict that secondhand will eventually become a non-negotiable for every fashion brand of a certain size.
I could say SO much more on this, but that's a wrap for now! I'd love to hear your thoughts.
(And if you're craving more... Emily Stochl hosted a great Substack Live with ThredUp's head of Social Commerce Danielle Vermeer covering some of their key takeaways too.)
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Cheering you on,
Elizabeth
Director, Conscious Fashion Collective
P.S. Members, join our member-led panel discussion happening today on cultivating customer connections through storytelling! π
Last week, the Institute of Positive Fashion hosted its fifth annual Institute of Positive Fashion Forum. Ahead of the event, Good on You asked 9 industry insiders to weigh in on what sustainable luxury really means in practice, and what the future could look like in the space.
"Luxury has always been as much about storytelling as materials or craft. Whatβs changing now, in my view, is that the most compelling luxury narratives are no longer about scarcity or exclusivity alone, but about permanence in an era of disposability."
CFC Member Libby of KEEP Mending & Repair Services is running a series of spring mending workshops in Brooklyn, NY from basic keeping to visible mending. These small-group in-person workshops are a chance to learn mending skills in a community environment. You'll also get to take home a kit with supplies!
The Sustainability Summit 2025 is designed to address some of the most pressing issues facing the footwear industry today. With the rapid pace of change in legislation, technology, and sustainability practices, this event will bring together global experts to explore solutions and share practical advice on key topics such as circularity, materials, legislation and AI.
CFC Member Marketplace: Handwork of India is looking for a marketing manager who is not only skilled in digital strategy but also deeply customer focused.
Key Responsibilities Include:
Customer Insights & Data-Driven Marketing
Website Optimization
SEO & Content Strategy
Digital Marketing & Paid Advertising
Social Media & Email Marketing
Analytics & Performance Tracking
Interested in this role or know someone who could be a good fit?
CFC Member Sustainable Fashion Week Chicago (SFW Chicago) provides year-round ethical, environmental, and educational fashion programming, leading up to its annual 9-day Sustainable Fashion Week event which unites people, neighborhoods, and industries to reimagine fashion. β Applications are open now for sustainable fashion designers to present at this year's fashion show. There are also opportunities to lead workshops, speak on panels, or collaborate on other community events.
From freelance sustainable fashion designers and digital marketers to sustainability and circularity consultants, you'll find experienced talent no matter your needs for your company on our directory.
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