From old to gold: the stylish future of pre-loved fashion

This article explores why second-hand fashion is becoming a strategic priority for brands in an age of shifting consumer values and circular innovation.

The Stylish Future of Pre-Loved Fashion

A generational shift in spending habits

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Fashion is evolving. The era of impulsive shopping and mass consumption is giving way to a more thoughtful approach. Younger generations are shifting their spending habits away from fast fashion and toward experiences, travel, and sustainability. According to a 2023 Deloitte report, over 50% of Gen Z consumers prefer to invest in experiences rather than material goods (Deloitte, Global State of the Consumer Tracker, 2023). A 2022 Bain & Company study found that Millennials and Gen Z allocate up to 65% of their discretionary income to experiences rather than possessions (Bain & Company, Gen Z and the Future of Luxury, 2022). This shift is reshaping the fashion industry, making second-hand shopping not just an economical choice but a cultural statement.

The rise of second-hand as a cultural force

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The resale, rental, and repair market is growing six times faster than traditional retail and is expected to reach €640 billion by 2030 (Ellen MacArthur Foundation, Circular Business Models, 2021). What was once seen as outdated is now highly sought after. Fashion weeks around the world are showcasing upcycled and second-hand pieces, proving that sustainability and high fashion can coexist. Museums like the Metropolitan Museum of Art and the Victoria and Albert Museum have dedicated exhibitions to vintage and repurposed fashion, reinforcing the idea that well-crafted pieces transcend time.

Fashion’s environmental wake-up call

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Beyond aesthetics, the environmental impact of fashion is undeniable. The industry contributes significantly to pollution, leading to increasing regulatory interventions, such as the European Union’s recent bans on destroying unsold goods and the promotion of the 'Right to Repair' policies. Every second, a truckload of clothing is either burned or sent to landfill. Consumers are increasingly aware of these figures, they are actively seeking ways to reduce their footprint.

From necessity to strategy

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Second-hand shopping has evolved beyond necessity; it’s about intention. It allows consumers to access high-quality, unique garments while participating in a more sustainable ecosystem. Leading fashion institutions are now expanding their fashion departments to accommodate vintage couture and resale initiatives, not as an afterthought, but as a core strategic pillar. Major heritage maisons and contemporary labels alike are partnering with resale platforms, launching take-back programs, and even curating their own archives for direct-to-consumer resale. This is more than a nod to sustainability, it’s a response to a shifting economic landscape.
For brands, resale offers a multifaceted opportunity: it enhances sustainability credentials, extends the product lifecycle, and allows companies to actively participate in the secondary economy, where conversations about their brand continue long after the first purchase. Many of these users are Gen Z or Millennials, digitally native consumers who may never have stepped foot in a traditional store or boutique. By tapping into resale, brands can enter new markets, build lasting relationships with younger audiences, and gather insights from new data streams.

4 reasons brands can’t ignore resale

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This momentum is driven by five key reasons why brands can no longer afford to overlook resale:

1️⃣ It creates new value without new production: resale extends product life, combats overproduction, and generates additional revenue,without producing a single new item. It's a smart, circular way to grow without increasing environmental impact.

2️⃣ It strengthens customer relationships: resale re-engages existing customers and brings lapsed ones back into the brand ecosystem. It turns ownership into a longer, richer brand experience.

3️⃣ Consumers are already on resale platforms, in huge numbers: Vinted alone has over 105 million registered users and has facilitated more than 1.3 billion transactions. Many of these users are Gen Z or Millennials, digitally native consumers who increasingly prioritize circular fashion. According to a PwC, 70% of Millennials and Gen Z in five European countries, purchased second-hand products in 2024, marking a 19% increase from 2023 (PwC, Circular Fashion Survey on New Generations 2024). Boston Consulting Group found that Gen Z consumers are the most likely to buy (31%) and sell (44%) secondhand items, with Millennials close behind (BCG & Vestiaire Collective, Preowned Clothing Resale Buyers, 2022). Resale offers brands a direct way to engage with this generation on their own terms.

4️⃣ Plug-and-play solutions like Cloov make it easy: launching resale no longer requires building tech or managing logistics. Cloov’s white-label B2B solution offers a ready-to-use platform where brands retain full control without inventory risk. Seamless, scalable, and future-ready.

The rise of resale is not just a trend, it’s a systemic shift toward circular fashion. It represents a new kind of exclusivity, one that values rarity, craftsmanship, and responsibility. With younger consumers driving this movement, second-hand fashion has become a defining choice; it’s the future of style.