The recycling of second-hand clothing is part of the fashion

l second-hand fashion is a scarce resource

l “Fake” fast fashion recycling

l Second-hand Clothing market affected by the epidemic

Second-hand fashion is a scarce resource

     Buying second-hand clothes is a fashion option for many consumers to get individual styles. However, second-hand fashion is indeed a scarce resource. Nowadays, more old clothes recycling stations are set up in every urban residential area. Still, the status quo is sometimes the recycling stations just become clothing trash bins with too many clothes. With ragged clothes quality, unstandardized processing flow, single outlets, the fate of most clothes is still trash after changing a place.

  Used trading platforms are relatively not mature and lack fair competitiveness. Even with second-hand trading platforms like plum or used clothing recycling public welfare projects like Flying Ants, the soil for second-hand fashion is still poor. Transactions of antiques and orphans only exist in exceptionally niche buyers. And integrated stores.

Japan

   In Japan, the market has become very natural in the field of second-hand and vintages. Every valuable piece of clothing can be sold to a second-hand shop. The Japanese will clean the clothes before donations or transactions, which is like a national tradition.

    Japan, the number of second-hand stores is considerable. You can find no less than 5 second-hand stores in every commercial street, even the chain-level stores such as Daikokuya. Many luxury brands believe the second-hand market and culture will damage the brand value. Because the goods start to depreciate from the moment of sales.

On the other hand, second-hand commodities arouse the possibility of fostering the trend of fake goods.

Survey data

    But clothing wholesale company Bain Consulting’s previous report data shows that the second-hand luxury goods market accounts for 10% of the luxury goods market. Second-hand fashion deserves the reputation it enjoys. The value of luxury goods lies in the brand genes and stories beyond practicality, in the artistic connotation that is higher than life and a desirable lifestyle it represents. Most of the classics second-hand models undergo the baptism of time elimination.

     They play a significant role in narrating the brand story and continuing the brand genes in the second-hand fashion market. Many second-hand models and second hand clothes supplier like LV, Hermès, and Chanel have no discounts. For example, the price of Chanel’s 1987 vintage black gold watch with the excellent condition can reach 8,000 or even 10,000.

Fashion and aesthetics are really a process of reincarnation. A classic can always become eternal. Clothes styles 50 years ago in your grandma’s wardrobe can become popular retro models today. There is no shame in second-hand fashion.

“Fake” fast fashion recycling

Fashion brands organize the recycling of second-hand items.

   Fast fashion brands often organize the recycling of second-hand items. ZARA, HM, Uniqlo, and Forever 21 all have used clothing recycling projects. HM provides a 15% discount coupon for old clothes and even launches a series of Conscious, sustainable fashion items, which focuses on organic pollution-free production and recyclable fabrics. HM also reuses recycled old clothes, such as the Denim Re-Born series. 20% of the material comes from old clothing.

H&M

   For example, only 0.3% of HM’s used clothing recycling eventually returned to clothing fabrics. Official H&M data shows that only 20% of recycled cotton products can be made into new jeans. Because the fiber is chopped up in the process, the cost of reusing them will be higher, contrary to the benefit pursuing of fast fashion. The coupon can only be used when your consumption amount reaches a certain amount, which encourages you to come back to repurchase.

     Consumers are accustomed to fast fashion as a low-cost brand that satisfies their vanity. All elements of style this season can be enjoyed at a lower price. How many girls in their twenties throw away fast fashion clothes monthly or seasonally? This is contrary to what we call the fashion reincarnation.

ZARA

   Ranked.com once calculated the money for buying 6.6 pairs of ZARA high heels can be used to invest in a couple of luxurious classic Manolo Blahnik. 6.2 pieces of ASOA coat can change to a classic Burberry trench coat.

    Before fast fashion became popular, girls who couldn’t afford famous brands would either save money desperately to buy or never cross the class line. From the perspective of a general girl, the emergence of fast fashion has liberated our long-held material desires. Even ordinary people like us can enjoy style at an affordable price.

“Hypocrisy”

    But the “hypocrisy” of fast fashion is that it stimulates our material desires in a way that we are unaware of by reducing the cost of impulsive and advanced consumption. And the whole world is telling us to buy, buy, buy, but no one tells us that.

    In fact, our purchasing desires are not that strong. Our initiative is keeping be manipulated. Then how can we discuss sustainable second-hand fashion?

Second-hand Clothing market affected by the epidemic

Kid on 45th

  Kid on 45th, a used children’s clothing subscription e-commerce company in Seattle, has only been established for more than two years and has launched its e-commerce business for only one year. It has raised $4.7 million funding, among which, $3.3 million from YesVC last year. Other investments Participants include SoGal Ventures, Sesame Street Ventures, Collaborative Fund, Liquid 2 VC. And Brand Foundry Ventures.

Runway

     Rent the Runway. Another famous clothing rental brand also laid off its entire retail department a few days ago. At present, all stores are closed due to the coronavirus pandemic. The company is not sure when or whether it can reopen.

Conclusion

    Closing retail stores may be a necessary option for leasing companies mainly operate online like, Rent the Runway. However, due to the panic about the virus, consumers are somewhat resistant to second-hand clothes. According to Harvard Health, rent the Runway currently responded that there is no evidence that COVID-19 can be transmitted from soft surfaces (such as fabrics or carpets) to humans. So how will the new fashion consumption of second-hand resale and leasing transform after this epidemic?