The preloved fashion movement has come into full swing, with some of the world’s biggest brands jumping on board. Retail giants like Zara, H&M, COS, Kate Spade, and even luxury powerhouses such as Gucci and Louis Vuitton have begun embracing preloved resale initiatives.
This shift isn't just a trend—it’s becoming a fundamental part of the industry. But why are these household names making the move to resale, and what does the future of preloved fashion look like? Let’s dig in and see why preloved is now mainstream and how you, as a shopper, can benefit.
The Growth of Preloved Fashion: A Data Dive
The preloved market is exploding, and the numbers speak for themselves. According to ThredUp’s 2024 Resale Report, the global second-hand market is expected to reach $350 billion by 2030, growing nearly three times faster than the overall apparel market. Just think about that—127% growth in the resale market over the past five years alone!
South Africa is right on trend, with the local preloved industry now valued at over R3 billion. In bustling cities like Johannesburg, Cape Town, and Durban, millions of closets are filled with clothes that are barely worn. The potential resale value of these idle items is a staggering R20 billion. That’s a whole lot of fashion just waiting for a second chance.
Brands have noticed. H&M launched its preloved platform H&M Rewear in 2022, COS introduced Resell, and Kate Spade teamed up with Reflaunt to give their customers preloved options. Even Zara, the fast-fashion heavyweight, jumped on board with their preloved service in late 2023, where customers can list, buy, or donate gently used items. And let’s not forget Gucci’s Gucci Vault, a vintage reimagining initiative, and Louis Vuitton’s resale partnerships. It’s clear: preloved is becoming a central part of fashion’s future.
Balenciaga has joined the preloved movement with its Re-Sell Program, which was launched in partnership with Reflaunt. This initiative allows customers to resell their Balenciaga items seamlessly. Customers can drop off their pre-loved Balenciaga pieces at participating stores or schedule a pickup service.
Once collected, items are authenticated, professionally photographed, and listed across Reflaunt's global network of secondary marketplaces. Sellers can choose to receive financial compensation or opt for Balenciaga store credit at a higher value, encouraging continued engagement with the brand.
What’s Driving the Shift to Preloved?
So, why are we seeing this massive push towards preloved?
Let’s break it down:
Sustainability: We’re all more eco-conscious these days, and for good reason. The average person buys 60% more clothes than 20 years ago but keeps them for half as long—meaning a lot of those clothes end up in the trash. That’s about 92 million tons of textile waste every year! Preloved fashion offers a way to fight back by reducing waste, cutting carbon footprints, and giving clothes a longer life.
Affordability: With the cost of living rising, more people are looking for ways to save. Preloved is the perfect answer—quality clothes at a fraction of the price. Luxury brands embracing preloved mean you can get a premium item without the premium price tag.
Influencer Culture: Influencers have made preloved fashion cool. Celebrities like Rihanna, Zendaya, and Bella Hadid are all rocking vintage pieces, making second-hand not just acceptable but enviable. When brands like COS and Louis Vuitton promote preloved in their main stores, it adds even more star power to second-hand shopping.
Circular Fashion: Brands are realizing they can keep customers engaged by being part of the resale process. Rather than just selling an item once, they can stay in the loop through resale platforms like Reflaunt. This not only generates extra revenue but also helps build lasting customer loyalty.
Platforms Leading the Way in South Africa: Spotlight on WISI-Oi
In South Africa, platforms like WISI-Oi are leading the charge for preloved fashion, making it trendy and accessible. WISI-Oi is all about making preloved the top choice for fashion lovers who care about style and the planet. And the numbers are encouraging—closets in Johannesburg, Cape Town, and Durban are bursting with outfits that barely see the light of day. Reselling those items could unlock R20 billion worth of value.
WISI-Oi has also tackled some of the biggest challenges people face when reselling, like taking photos and getting items noticed. WISI-Oi is working on making the upload process as quick and easy as possible, focusing on quick uploads, faster payments, and convenient shipping, with unique video-based features that set it apart.
Why Should You Choose Preloved?
If you’re on the fence about preloved, let’s break down why it should be your go-to:
Affordable Luxury: Imagine snagging a luxury handbag that once cost R25,000 for just R8,000. With brands like Gucci, Louis Vuitton, and Kate Spade available preloved, you can treat yourself without the hefty price tag.
Eco-Friendly Shopping: Choosing preloved means making an impact. The Ellen MacArthur Foundation found that extending the life of clothes by just 9 months can reduce carbon, water, and waste footprints by 20-30%. So, when you buy preloved, you’re directly reducing your environmental footprint.
One-of-a-Kind Finds: Preloved shopping is like a treasure hunt. You’ll find unique pieces that aren’t available in stores anymore, letting you create a wardrobe that stands out.
Support a Circular Economy: By shopping preloved, you’re contributing to a cycle where clothes are continually reused instead of being thrown away. Currently, 85% of textiles end up in landfills each year—shopping preloved helps change that.
Making Preloved Fashion Successful
For preloved to keep thriving, both brands and shoppers need to embrace a new way of thinking.
Here’s what makes preloved initiatives like those from H&M, Zara, and Gucci work:
Seamless Technology: Platforms like WISI-Oi and H&M Rewear have made buying and selling preloved as easy as clicking “add to cart.” These user-friendly platforms make listing items quick and browsing enjoyable, which is key to getting more people involved.
Quality Control: Trust is everything—especially with luxury preloved items. Gucci and Louis Vuitton ensure that every preloved piece is authenticated, so buyers know they’re getting the real deal. This builds confidence and encourages shoppers to choose preloved.
Incentives for Participation: Rewarding people for buying or selling preloved makes a huge difference. Discounts, loyalty programs, and encourage people to join the preloved movement.
Raising Awareness: Educating consumers on the benefits of preloved is crucial. Highlighting the financial savings and the positive impact on the environment helps change the perception of second-hand shopping. Campaigns like WISI-Oi’s Flash Fridays, featuring influencer closets, help make preloved trendy and fun.
What’s Next for Preloved Fashion?
The future looks bright for preloved fashion. By 2030, second-hand fashion is expected to outpace fast fashion, accounting for nearly 30% of wardrobes in Europe and the US. South Africa is following suit, with platforms like WISI-Oi driving sustainable fashion practices across the country.
With preloved fashion growing in popularity, more mainstream brands will continue adopting resale to stay relevant and meet consumers' demands for eco-friendly options.
Luxury brands are also moving in this direction. From preloved boutiques to rental services and resale authentication, high-end fashion is adapting to cater to younger generations who care about sustainability just as much as luxury.
Plus, with Buy Now, Pay Later (BNPL) options, preloved fashion is becoming more accessible, breaking down financial barriers.
In South Africa, the preloved market is projected to grow at over 15% annually for the next five years, with Cape Town and Johannesburg leading the charge.
By tapping into the vast amount of unworn clothes in people’s closets, WISI-Oi and similar platforms are building an eco-friendly economy where every garment has a story to tell.
What This Means for You?
If current trends are anything to go by, second-hand fashion is on track to become a $500 billion industry by 2035 . What we’re seeing today—with Hurr hitting £100 million and Yaga crossing R500 million—is only the beginning.
The increasing participation of fast-fashion giants like H&M, Zara, COS, and even Nike in the pre-loved space is an indicator that second-hand is not a fad but a fundamental shift in consumer behavior.
In South Africa, we believe that with rising awareness and platforms like WISI-Oi making resale accessible, the market could grow exponentially in the next few years. The key will be in making second-hand not just a necessity but a desire—something WISI-Oi aims to achieve through exclusive collaborations, influencer-led campaigns, and a fun, engaging community experience.
How to Get Involved in Preloved Fashion
Ready to jump on the preloved train? Here are a few ways to get started:
Local Platforms: Check out WISI-Oi if you’re in South Africa. It’s an easy-to-use platform that helps you buy and sell preloved items with a quick turnaround, so you’re not waiting forever to make a sale.
Retailer Resale Sections: Brands like Zara, H&M, and COS now have their own preloved sections. Just head to their websites and explore all the great deals on gently used items.
Rental Platforms: If you’re not ready to commit to buying, consider renting.
Platforms like Style Rotate let you enjoy designer fashion without the long-term commitment or clutter.
- Luxury Preloved Platforms: If high-end brands are more your style, platforms like Luxity offer preloved Gucci, Louis Vuitton, and more at prices that won’t make your wallet cry.
Thrift Stores: If you’re up for a little adventure, hit up local thrift stores. There’s nothing quite like finding a hidden gem at a fraction of the original cost.
Preloved is the Future of Fashion
It’s official—preloved is here to stay. With its budget-friendly appeal, environmental benefits, and the thrill of finding one-of-a-kind pieces, it’s no wonder more people are choosing preloved. Brands like Zara, H&M, Kate Spade, and even luxury players have embraced preloved fashion to keep up with the times and address shoppers' demand for more sustainable options.
As we look towards a more environmentally-conscious future, preloved fashion will continue to grow. Choosing preloved isn’t just about saving money—it’s about making a difference, one preloved item at a time. Whether you’re in Cape Town, Johannesburg, or Durban, it’s time to embrace preloved and be part of the change. Remember, fashion doesn’t have to be new to be fabulous; it just has to be preloved.
Leave a comment