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Authors: Sushree Das
Published by: Amity Research Centers
Published in: 2019

Abstract

The second hand apparel retail industry continued to boom at a rapid pace and was expected to surpass the fast fashion industry within a few years. In the modern times, when the consumers looked for variety and value, the second hand segment constituted one of the leading fastest growing retail categories. The growth in the resale market was majorly from the online resale sector. Simultaneously, resale registered 21 times faster growth than apparel retail since 2016. As a result, even traditional retailers started embracing second hand apparel resale. Moreover, the stigma associated with second hand clothes gradually disappeared and a growing number of shoppers were enthusiastic to buy used apparels, including casual and luxury. Customers were also willing than ever for second hand merchandise because it gave them an opportunity to buy reasonably priced clothing without contributing to the environmental crisis that had been exacerbated by fast-fashion. While sustainability became a growing priority for consumers of all age groups, the number of consumers who preferred to buy from environment-friendly brands also went up. Eventually, online stores as well as traditional outlets of big brands started selling second hand fashion apparel, giving rise to a new competition among marketers. With the number of consumers moving towards second hand apparel, whether this would become a new market reality?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

About

Abstract

The second hand apparel retail industry continued to boom at a rapid pace and was expected to surpass the fast fashion industry within a few years. In the modern times, when the consumers looked for variety and value, the second hand segment constituted one of the leading fastest growing retail categories. The growth in the resale market was majorly from the online resale sector. Simultaneously, resale registered 21 times faster growth than apparel retail since 2016. As a result, even traditional retailers started embracing second hand apparel resale. Moreover, the stigma associated with second hand clothes gradually disappeared and a growing number of shoppers were enthusiastic to buy used apparels, including casual and luxury. Customers were also willing than ever for second hand merchandise because it gave them an opportunity to buy reasonably priced clothing without contributing to the environmental crisis that had been exacerbated by fast-fashion. While sustainability became a growing priority for consumers of all age groups, the number of consumers who preferred to buy from environment-friendly brands also went up. Eventually, online stores as well as traditional outlets of big brands started selling second hand fashion apparel, giving rise to a new competition among marketers. With the number of consumers moving towards second hand apparel, whether this would become a new market reality?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

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