The resale, or re-commerce, market is now mainstream and poised for explosive growth thanks to changes in consumer behavior.
“From thrift stores to online resale platforms, buying preowned apparel is very much on trend—as a way of saving money, reducing waste or making a fashion statement,” said the authors of a Bain & Co. report released last week. “In the U.S., 42 percent of consumers say that they bought secondhand clothing or accessories at least once over the past year… In the U.K., the equivalent figure is 48 percent, with France and Germany not too far behind at 45 percent and 37 percent, respectively.”
The report said the mainstream acceptance of resale has fueled double-digit sales increases at resale platforms such as ThredUp and Vinted—among others. “Aided by the growth of these platforms, buying preowned apparel is now a conscious choice for many affluent consumers who can afford new clothes, particularly among younger generations.”
As previously reported, researchers from ThredUp see global fashion re-commerce revenue tracking toward a projected $393 billion by 2030, which researchers at the platform say is more than two times faster than the overall apparel market.
Inflation and potential new trade tariffs are cited as some of the prominent external economic forces driving the growth. Analysts have said that between 60 and 70 percent of consumers are turning to second-hand shopping specifically to buffer their cost of living and maintain premium brand access at lower financial inputs.
By region, North America leads the global second-hand apparel market “with approximately 38 percent revenue share in 2025, underpinned by a mature thrift retail culture, established digital resale platforms and strong consumer demand for sustainable fashion alternatives driven by growing environmental awareness,” said analysts in a report from Persistence Market Research (PMR).
And by demographic cohort, Generation Z is leading the charge. Retail analysts and industry researchers say about 80 percent of shoppers aged 18 to 24 actively purchase second-hand apparel, and up to two out of every five items in their closets are sourced via resale platforms. Online platforms and “peer-to-peer” apps are also making it easier to shop resale. Depop, Poshmark and Mercari and authenticated luxury platforms such as Vestiaire Collective and The RealReal are dominating the market.
There’s high-density user engagement with retailers such as Poshmark and Etsy boasting tens of millions of active users, thereby officially normalizing secondary apparel consumption into mainstream digital retail.
Brands and traditional retailers are also getting in on the action by launching in-house, brand-owned resale initiatives. Since 2021, the introduction of private, brand-governed trade-in programs such as Zara Pre-Owned, Lululemon Like New and Patagonia has surged by triple-digit amounts, with over 150 major U.S. brands launching dedicated platforms.
Analysts say that brands are executing these programs to capture secondary profit margins. The thinking is that if they don’t sell their own used products, “someone else will.” It also gives brands direct control over product authenticity. This structural move solves a massive secondary market hurdle: replacing consumer distrust regarding product condition and counterfeiting with institutional, verified quality assurance.
There are also changes in the consumer mindset. Moving beyond basic cost-saving motivations, modern apparel resale is heavily embedded with the thrill of treasure hunting as well as a psychological desire for uniqueness. Curation has become a dominant retail asset.
Meanwhile, analysts raise important compliance and sustainability questions regarding whether resale is truly offsetting the manufacturing of new clothing. Current data indicates that while resale successfully extends a garment’s life cycle, overall global textile consumption is still rising. This suggests resale currently acts as a supplement to fast fashion retail rather than a complete displacement mechanism.
In regard to product types, Bain & Co. researchers said older and younger consumers often buy the same types of preowned apparel. “Tops and knitwear tend to be the most-bought or second-most-bought items across age groups,” the report’s authors said. “Denim is universally popular, too. That said, younger shoppers are more willing to buy secondhand items Baby Boomers tend to avoid, such as footwear.”
Looking ahead, Asia Pacific is emerging as the fastest-growing region in the secondhand apparel market through 2033, “propelled by China’s expansive resale platform ecosystem, India’s rapidly growing middle class and accelerating mobile commerce adoption across Southeast Asian economies,” said the authors of a PMR report.
As far as the operational structure of the re-commerce market goes, Ronak Shah, principal consultant for consumer product at Future Market Insights (FMI) said the secondhand apparel market “is likely to shift toward organized resale models where trust, sorting efficiency and repeat engagement matter more than simple low pricing. Platforms with reliable authentication and smoother seller onboarding are expected to gain an advantage as pre-owned fashion becomes a regular purchase channel.”
