Fashion on a budget: Exploring consumer willingness to buy second-hand clothing and shoes
June 17th, 2024, Lesley Simeon

Fashion on a budget: Exploring consumer willingness to buy second-hand clothing and shoes

The world of fashion, in recent years, has undergone an eco-conscious makeover with a number of global brands jumping on board, offering innovative resale programs, launching sustainable collections  and more.

We dig into YouGov data to see how many consumers would be open to considering second-hand or pre-loved clothes and shoes.

A recent YouGov survey asked consumers across 17 international markets which products they are likely to consider second-hand versions of.  Survey data reveals that clothes and shoes are among categories of products consumers are most likely to consider buying second-hand.

More than a third of consumers across markets (35%) would consider buying pre-loved clothes and shoes. Further, women are significantly more likely than men (40% vs. 29%) to consider this.

YouGov Surveys: Serviced data from individual markets shows that Britons are most likely to consider purchasing second-hand shoes and clothes - half of them (50%) would do so. Swedes (49%) follow at a close second, with Americans (45%) ranking third.

Asians are less likely than Europeans to opt for second-hand clothes and shoes, YouGov data shoes.

In Asia, consumers in Indonesia (22%) are most likely to purchase pre-loved clothes and shoes. Consumers from another Asian market surveyed - Hong Kong (12%) - are the least likely across markets to go the second-hand route, when it comes to clothes and shoes. Indians (16%) record a four percentage-point lead over bottom placed Hong Kongers.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 500 and 2002 for each market. All surveys were conducted online in February 2024. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.

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