US: American Eagle ventures into the resale space - Are customers keen on second-hand shopping?

Apparel retailer American Eagle has joined the growing list of brands entering the second-hand retail space. The company has teamed up with online consignment and thrift store ThredUp to create a dedicated online resale shop called “RE/AE” where customers can shop for second-hand items like jackets and accessories.

How keen are American Eagle’s current customers to shop for second-hand products?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 48% of American Eagle’s customers agree with the statement that they “prefer to buy things second-hand rather than new.” By comparison, 39% of the general US population agrees with the statement.

We further explore YouGov data to see which second-hand stores American Eagle’s consumers have shopped from in the past 12 months. Marketplace Ebay tops the list with 43% of American Eagle’s current customers having shopped from the brand.

Vintage/thrift stores (32%), sourcing items from friends/family (30%) and flea markets/garage sales/yard sales (27%) are some of the other popular places American Eagle’s customers have made their second-hand purchases from in the last 12 months.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

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