Brits are twice as likely to purchase clothes on pre-loved sites than social media

Data has revealed that shoppers in the UK now make twice as many fashion-related purchases on second-hand platforms than they make on social media, driven by Gen Z.

Shoppers are increasingly sustainably driven and cost-conscious, making pre-loved purchases skyrocket in recent years. According to data from True Fit, the data-driven platform that decodes fit for apparel and footwear retailers, the global fashion resale market is expected to grow 127% by 2026 - three times quicker than the entirety of the clothing industry.

Research conducted on more than 1,000 shoppers showed consumers make twice as many fashion purchases on pre-loved platforms (20%) than on Facebook (10%) and almost double compared to Instagram (11%).

This trend is spurred by Gen Z shoppers, who are the most likely to buy and sell pre-loved fashion. Depop supported this finding, reporting that 90% of its users are under the age of 26.

True Fit’s data showed 33% of Gen Zers shop for fashion on pre-loved platforms, 25% buy clothing from vintage stores and 30% shop in charity stores. This compares to 19% of the same demographic making purchases on Facebook and 27% on Instagram.

The data company asked consumers how retailers could "help them consume in a more sustainable manner". 34% want retailers to offer budget lines, 28% want sustainable credentials on clothing labels and 27% want retailers to offer repair services.

Over half (58%) of consumers would swap fast for slow fashion to be more environmentally conscious in their buying choices, a number which rose to 67% when Gen Zers were asked and 61% when Millennials were asked.

Sarah Curran, Global CMO at True Fit, commented: "Driven by sustainability, affordability and exclusivity, second-hand is fast becoming first-choice for many consumers who seek to consume fashion in a more mindful way. This provides retailers with a tangible opportunity to acquire new cohorts or audiences who might experience their brand first in a pre-loved format, having not considered the brand previously.

"We’re also seeing the green imperative now evolving the services consumers expect from retailers, with repair and rental indexing highly amid these new expectations, as well as the trend towards the ‘slow fashion’ movement gathering pace."