Opinion / Jamie Waters
Renewed potential
This week there’s a renewed focus on the secondhand clothing market: H&M has announced that it will begin selling pre-loved items for &Other Stories, one of the retailer’s more upmarket brands, on its Swedish website. The initiative, aimed at promoting sustainability, is clever. It taps into the used-clothing market, a hugely lucrative industry that’s growing rapidly as consumers become increasingly concerned about waste (and getting a good bargain). The secondhand market – for all products, although clothing and accessories lead the way – generated $360bn in 2017 and analysts estimate it will overtake the (firsthand) luxury market by 2022. For the most part, however, fashion brands have been passively watching this movement unfold: the secondhand clothing industry is driven by third-party retailers such as Grailed, eBay or TheRealReal reselling products to consumers. By selling &Other Stories’ goods itself, H&M is cutting out the middle men and keeping control of its sales points.
While this makes sense for a high-street player, luxury brands are in a trickier position when determining the best way to capitalise on the used-goods market. Selling worn items themselves, à la H&M, would remove the aspirational sheen that is so crucial to maintaining a luxury image – not to mention potentially cannibalising sales. A better tactic seems to be investing in a secondhand firm, which is what LVMH did in 2018 when it purchased a stake in trainers reseller Stadium Goods. Expect to see more old clothes given new attention in the future.