May 9th, 2023, Lesley Simeon
Department store chain Selfridges aims for its circular products and services to account for 45% of all its transactions. To reach this goal, the company has organised ‘Worn Again’ - an event that will run from April to August 2023 and enable shoppers to experience ‘Reselfridges’ (the brand’s ecosystem of resale, rental, repair, refill and recycling programmes). ‘Worn Again’ will offer consumers a range of products, services and experiences offline at its London, Manchester and Birmingham stores and online on its website.
We explore YouGov data to see how keen current Selfridges customers, or those who would consider purchasing from the brand, are to opt for second hand shopping.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 26% of this group agree with the statement that they “prefer to buy things second hand rather than new.” The general British population is more likely to agree with the statement (31%).
On the other end, more than half (53%) of Selfridges’ audiences and 46% of the general population disagree with the statement that they “prefer to buy things second hand rather than new.”
Profiles data also reveals which environmentally responsible behaviours Selfridges’ consumers have already adopted. Data shows that 42% of this group sells/gives away items they no longer use and another 26% buys reusable products. Another 26% of Selfridges shoppers buy second hand products and 24% of them purchase refurbished products.
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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 Great Britain is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.