With sustainability as a compass as well as the search for quality products, consumers are turning more and more to the emerging market of “second-hand” clothing. The increased demand for so-called “second hand” clothes, which has been an international trend in recent years, in our country is reflected in ELSTAT data. According to them, in 2019 the turnover in the category “Retail trade of second-hand goods in shops” was 11.09 million euros, in 2021 it reached 15.1 million euros and in 2022 it shot up to 26.52 million euros. The upward trend of the sector continued in 2023, with the total turnover reaching 30.25 million euros, marking an increase of 14.1% compared to the already successful 2022.
And these numbers may not be exclusive to clothing, however, there is no doubt that the used clothing market has established itself, capturing a significant piece of the consumer pie. Through the multitude of stores that now exist both in Greece and abroad and given the shrinking of household disposable income, consumers are looking for the maximum quality at the lowest possible price and thus the devotees of the expression “they don’t make them like they used to” are increasing. since the majority of clothes sold in said shops are considered vintage. But when did the second-hand market start to become a trend and who does it concern? “In the last five years in Greece, the second-hand clothing market has gained a lot of ground. It has become especially popular among people aged 15 to 25, i.e. Generation Z. Although it’s always been there, now it’s become quite mainstream, it’s passed into pop culture.” he explains in “Step”. Konstantina Soldatou, owner of a vintage clothing store in Pagrati. As she says, in the two years since she opened her business, the rise has been steady.
Circular economy
The circular economy seems to be of increasing concern to young consumers, pushing them to make conscious purchases with a view to protecting the environment. THE Theophilos Aslanidisdirector of the Association of Knitting-Ready Garment Companies of Greece, estimates that this is one more of the reasons for the rapid rise of the market in question: “It is driven by a dichotomy: On the one hand, more conscious consumption and, secondarily, lower costs. There is a more conscious consumer who prefers to give a second chance to a product that has been used and does not further burden the planet, rather than buying a cheap mass-market garment that they will wear for a few years and then throw away. . The consumer who wants to respect the environment prefers to buy a – theoretically – more poetic garment that would end up in the landfill, rather than a new one, the production of which will have an environmental impact, with additional energy and water consumption”.
THE Athena Vafiadoualso the owner of a vintage shop in the center of Athens, notes from her side that beyond environmental reasons, most consumers focus on the relationship between quality and price: “Now a used garment may not be the most economical solution. A good vintage piece may have the same price as a new one, but its quality is certainly much higher. The majority, therefore, in my opinion, choose a second-hand garment mainly because of its quality.” In fact, she says that the search for the pieces she will bring to her store increases the cost, while the rarity also contributes to the price increase: “Every two to three months I travel abroad to specific countries and suppliers. I choose one by one the best products in the best possible condition. Somehow, of course, the cost goes up. However, other factors play a role in shaping the final price, such as how hard a garment is to find, what date it is and what condition it is in.”
In the same context, Konstantina Soldatou adds that despite all this, “There’s still a bit of a stigma, with a lot of people thinking that something that’s second hand is automatically going to be very cheap. However, the message has begun and is slowly but surely spreading that this too has value. You can find beautiful and quality pieces from brands at much cheaper prices than buying them new”. She points out that the market will continue to flourish, since “there are millions of tons of clothing available out there.”
New Trends
Following the current, after all, large chains of clothing stores have been quick to launch programs in which they ask consumers to sell and buy second-hand clothes of the respective brand, while individual individuals also take advantage of the possibilities that social media gives them. “Branded companies, in their effort to attract younger consumers and build an image that is in line with the dictates of society, give this possibility to their customers. As for private individuals, it is a new way of thinking for many who want to give their clothes a second chance, while ensuring a small profit” concludes Theofilos Aslanidis.
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