US: Brooks Running to refurbish and resell its footwear - Are shoppers big on secondhand items?

Brooks Running has partnered with resale technology provider Trove to launch a new program to refurbish and resell used Brooks footwear. Available to consumers in the US, the new “ReStart” program will offer second-hand products across three quality levels, with prices beginning at a 35% discount on the manufacturer’s suggested retail price.

We explore YouGov data to see whether Brooks’ customers in the US are big on shopping secondhand or not.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - Brooks' customers are much more likely than the general US population to be open to secondhand purchases.

More than half (54%) of Brooks’ customers in the US agree with the statement that they “prefer to buy things secondhand rather than new.” By comparison, 40% of the general US population agrees with the statement.

A third of Brooks customers (33%) and 39% of the general US population disagree with the statement that they “prefer to buy things secondhand rather than new.”

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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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