Zara named most popular brand on reselling platforms including Depop

Zara has been named the most popular second-hand brand, with over 670,000 listings on reselling platforms Depop, eBay, Vestiaire Collective and ASOS marketplace, with Depop having the most Zara listed items at 439,696.

Nike ranked as the second most popular, with over 610,000 listed items across the four platforms, with 364,681 found on Depop and 210,000 on eBay. Adidas came in third with over 467,000 listed items, followed by H&M with over 407,000.

In fifth place was Victoria’s Secret, with over 372,000 listed items, of which a whopping 340,000 of those were found on eBay, according to new research by money saving discount code website Savoo.

From sixth to tenth place, in order, came ASOS, Levi’s, Louis Vuitton, Gucci and Channel. Of the 204,042 Louis Vuitton items listed, over half (107,865) were found on Vestiaire Collective, which was also the most popular platform for Gucci items, with 103,812 from an all-round total of 153,400.

Ed Fleming, Managing Director of Savoo, said: “Zara, Nike, Adidas, and H&M are some of the most popular brands in the world, so it’s no surprise that they are also the most resold in our analysis. These brands have become embedded in consumer culture through partnerships with athletes, celebrities and many people have at least one item from these brands in their wardrobe.

“Those four brands in particular are likely to have the highest levels of listings due to their accessibility from a cost perspective compared to other brands in the analysis, as well as the diversity of clothing that they offer. For example, Nike and Adidas in particular provide sportswear as well as fashionwear.

“Additionally, consumers wanting to be more eco-friendly is one of the main reasons why we have seen such huge volumes of listings for these brands on resale sites. Instead of sending their fast fashion finds to landfill, consumers are instead turning to find new homes for their pre-loved items.”