News • 24.01.2020

Britain’s thrifty young fashionistas

More than half of 25-34-year-olds buy second-hand clothes

Young teenagers male and female in hip clothes standing together having fun...
Source: PantherMedia/konradbak

Savvy young Brits are buying, selling, mending, swapping and renting their clothes, according to the latest research from Mintel.

‘Thrifting’ is the way forward among young British fashion shoppers, as Mintel research shows that in the last year alone over half (52 percent) of those aged 25-34 bought second-hand clothes, compared to an average of 43 percent. Young Brits are turning their old clothes into hard cash, with 50 percent of 25-34-year-olds selling unwanted clothes in the last year, compared to 35 percent of consumers as a whole. And in the spirit of ‘make do and mend’, half (50 percent) of 25-34-year-olds have repaired damaged or worn-out clothes.

‘Swishing’, the act of swapping clothes with friends or acquaintances, is also becoming on-trend, particularly among young people. Three quarters (75 percent) of 16-24-year-olds say they either have swapped fashion items with others or would be interested in doing so in the future. This compares to an average of just 51 percent of Brits.

Meanwhile, looking at the habits of fashion shoppers, Generation Z (16-24-year-olds) is the demographic group most likely to use rental services, with 54 percent saying they have rented or would be interested in renting fashion items, compared to an average of 33 percent of Brits. Overall, 57 percent of Brits agree that buying too many fashion items is bad for the environment.

Chana Baram, Mintel Retail Analyst, said: “The idea of ‘reusing, reducing and recycling’ has the potential to be a big disruptor in the fashion industry. […] It’s no longer enough for clothing to be priced well, or to reference the latest trends; fashion brands and retailers also have to think about working towards a goal of providing more sustainable options. Many young people today are […] becoming far more aware of the negative effects fast fashion can have on the environment. As a result, we have seen a real increase in the number of businesses and retailers offering repair services, second-hand items or rental options.”

Interest in sustainable fashion – but there’s confusion

Following in the green footsteps of celebrity sustainable fashion advocates, such as Emma Watson and Joaquin Phoenix, younger consumers are starting to shop more responsibly when it comes to fashion. In fact, 68 percent of 16-24-year-olds say they are trying to make more ethical fashion purchases now than they did in the last 12 months; this compares to an average of 57 percent of British shoppers.

Overall, 30 percent of consumers agree they would choose a retailer based on whether or not they sold sustainable fashion ranges. However, 79 percent find it difficult to know which fashion retailers are ethical. Price is not perceived as an indicator of sustainability, with just 22 percent agreeing that the more you pay for fashion, the more likely it is to be ethical. However, six in 10 (59 percent) Brits would be willing to pay more for sustainable fashion.

Finally, while Brits are interested in sustainable fashion, transparency is essential, as over two thirds (67 percent) of people agree that fashion retailers should let customers know when items are not made sustainably. 

Chana Baram: “Consumers want to see fashion retailers doing more to help them shop more ethically and sustainably. However, with so many conflicting messages regarding what is, and what is not, sustainable, many shoppers are finding it difficult to understand which retailers and brands are truly leading the way. It has become more necessary than ever for the fashion industry to work together and push for industry-wide best-practice guidelines when it comes to producing fashion in a way that will have the lowest environmental impact.”

Source: Mintel Group

related articles:

popular articles:

Thumbnail-Photo: Livestream shopping: the sales channel of the future?...
03.05.2021   #e-commerce #mobile shopping

Livestream shopping: the sales channel of the future?

Interview with Alex von Harsdorf, Co-Founder and CEO of LIVEBUY

In Asia, and especially in China, livestream shopping has already been widespread for years. 10 percent of e-commerce sales are generated via livestream shopping, and experts predict that this share will rise to at least 25 percent in the near ...

Thumbnail-Photo: Retail as powerful stream of revenue
22.07.2021   #online trading #e-commerce

Retail as powerful stream of revenue

Influential media organizations to partner with retailers

The COVID-19 pandemic has created synergistic opportunities for media and retail companies, as consumers find themselves spending more time online. Large online media and entertainment organizations are now partnering with retailers to provide ...

Thumbnail-Photo: Hot on the trail of the newest trends
04.06.2021   #e-commerce #customer satisfaction

Hot on the trail of the newest trends

OTTO uses a new in-house tool for trend research

Together with Google, the online retailer OTTO has developed a dashboard that helps identify "whitespots" - missing brands and products. The tool called MANGO builds on Google's Merchant Analytics Center and, in addition to its own ...

Thumbnail-Photo: One-third of consumers will increasingly use buy online, pickup-in store...
13.04.2021   #coronavirus #services

One-third of consumers will increasingly use buy online, pickup-in store services

Consumer surveys on order pick-up preferences and BOPIS

The global pandemic has drastically changed consumer behaviors – most notably, the way in which we shop. In fact, U.S. ecommerce sales increased more last year than they have in the past two decades – and Buy Online, Pickup In-Store ...

Thumbnail-Photo: Employment situation in the U.S. in June 2021 due to Corona pandemic...
20.07.2021   #brick and mortar retail #retail

Employment situation in the U.S. in June 2021 due to Corona pandemic

Worse numbers compared to pre-pandemic level but recovery is in progress

Total nonfarm payroll employment rose by 850,000 in June 2021 compared to May, and the unemployment rate was little changed at 5.9 percent, the U.S. Bureau of Labor Statistics reported. Notable job gains occurred in leisure and hospitality, public ...

Thumbnail-Photo: More than just a technical gimmick: augmented reality in retail...
05.05.2021   #e-commerce #brick and mortar retail

More than just a technical gimmick: augmented reality in retail

How to bring your retail space to your customer's home

When the shop doors have to remain closed due to pandemic regulations and customers switch to online offerings, the digital shopping experience from smart devices should be made as eventful as possible. This is where the use of artificial ...

Thumbnail-Photo: Digital signage creates more time for customers at 3...
20.06.2021   #customer satisfaction #digital signage

Digital signage creates more time for customers at 3

Telecommunication company 3 relies on electronic price tags

The staff members in the telecommunications company 3's stores do not have to worry about updating product information or prices, as all the stores have installed electronic price tags from the IT company Delfi Technologies. The stores can ...

Thumbnail-Photo: E-commerce advertising industry benchmarks for 2021...
27.04.2021   #online trading #e-commerce

E-commerce advertising industry benchmarks for 2021

Sidecar report: Advertising benchmarks for Google, Facebook, Instagram, and Amazon

The global pandemic led to sweeping improvements in return on ad spend and reductions in cost per acquisition across primary ad platforms in 2020. That’s according to Sidecar’s 2021 Benchmarks Report, the company’s new retail ...

Thumbnail-Photo: QR-based aRC quick scan tool for display recycling...
15.06.2021   #brick and mortar retail #sustainability

QR-based aRC quick scan tool for display recycling

arken wants to help retailers improve the recycling of displays at their end of life in-store

Retail display specialist arken P-O-P International announced the launch of aRC – the arken Recycling QR Code to create an easy and accessible way for help retailers improve recycling of permanent and semi-permanent displays at their end of ...

Thumbnail-Photo: Attracting passers-by, not influencers
27.05.2021   #digital signage #POS marketing

Attracting passers-by, not influencers

How to attract customers with content marketing and digital signage at the point of sale

You think modern content marketing on digital screens at the point of sale (POS) is reserved for big brands and not for small retailers? Not at all, says Nils Drosin, Co-Founder and CEO of 4Dmagic. He is convinced that if retailers use their ...

Supplier

Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
Navori Labs
Navori Labs
Rue du lion d'or 4
1003 Lausanne