Among the top trending hashtags were #shopmycloset, which is the concept of styling the clothing you already have instead of buying new items, and #poshmark, which is an online social marketplace (Poshmark) where users list and buy fashion items, follow each other and participate in themed selling events.
The resale market is set to grow 49% in 2018, according to research by ThredUp, a digital resale platform. Women ages 18 to 24 were the largest shoppers of second-hand clothing last year, with a 40% penetration rate, compared with 33% for women overall. Whether consciously or not, the rise of resale fashion complements the move toward more sustainable apparel.
Millennials are thought to lead the charge for sustainable fashion, which is true to some degree. A survey published in March 2018 by Element Three and SMARI reported that sustainability was a product attribute that 87% of US millennial internet users would be willing to pay more for, second only to making life easier (91%) and tied with delivering on promises (87%).
A study published in February 2018 by LIM College, a fashion-focused business school, that surveyed students and alumni ages 18 to 37 from LIM College, RMIT University in Australia and London College of Fashion found 34% of respondents said their fashion purchases were driven by sustainability and eco-consciousness. But this reason paled in comparison to ease of purchase (95%), price/value (95%), uniqueness (92%) and brand name (60%).
This isn’t necessarily a case of shoppers not putting their money where their mouths are. There isn't a critical mass of clothing brands that meet the criteria of being sustainable and well-priced, with unique designs appealing to younger shoppers.