Fashion and apparel resale has been a big business for some time, with prominent players such as Poshmark, The RealReal, and ThredUp proving that there’s a market for quality secondhand garments and accessories.
Now, according to a recent piece from Forbes contributor Kristen Classi-Zummo, the resale market is undergoing a shift away from “the romantic notion of resale as a treasure hunt for vintage gems” into something broader, with greater market implications beyond the initial stakes.
While One-Third of Consumers Purchase From Resale Sites, Motivations Have Shifted
Citing Circana data, Classi-Zummo pointed out that online resale sites were enjoying broad-based support from consumers — a third had purchased from these sellers over the course the past 12 months. Also, a primary motivation of price emerged: Half of resale shoppers bought items specifically because they perceived the items purchased to be priced as bargains, versus just 23% who snagged items based on them being “hard-to-find.”
And while a significant cohort of those who did so indicated that they had been shopping for the often-presumed luxury or designer brands (31%), a second statistic was perhaps more interesting: A full 34% said they were instead shopping resale sites for mass or specialty brands.
“This isn’t about aspirational shopping anymore—it’s about stretching purchasing power. In an inflationary environment where tariffs threaten to push clothing prices even higher, resale offers consumers access to the same brands they’d buy new, just at sustainable price points,” Classi-Zummo wrote.
She pointed to tariffs and import costs rising and general macroeconomic conditions as generating a new paradigm in which fashion resale was no longer competing only with vintage boutiques, but more pertinently with department store sales floors.
Shifting Interests: Men Shopped Resale Sites More Frequently Than Women, and Gen Z Is Creating a Circular Commerce Loop
In another interesting angle, Classi-Zummo pointed to survey data — seemingly pulled from ThredUp’s most recent annual report — indicating that a greater proportion of men (34%) had shopped resale sites over the past 12 months as opposed to women (29%). Further, concerning the 12 months to come, nearly half (44%) of men stated intentions to shop resale, while just over one-third (34%) of women said the same.
“This 10-point intention gap signals untapped potential that most platforms are ignoring. While resale marketing continues targeting female sustainability advocates, male consumers are quietly embracing the channel. Brands and platforms focusing on this demographic could capture disproportionate growth,” the author added.
Further, among 18-34 year olds, 46% said they’d sold clothing via resale, something Classi-Zummo indicated that — alongside headline-making news of the Klarna-Poshmark BNPL partnership — signaled a boom in circular commerce loops. Younger consumers appeared to be highly motivated by resale potential when buying into initial purchases, which could end up pressuring an already embattled fast-fashion ecosystem built on disposable but cheap garments.
The end result?
“The implications extend far beyond resale platforms. As secondhand shopping becomes mainstream price comparison, traditional retailers face a new competitive reality. Every new item now competes against its secondhand equivalent, forcing brands to justify premium pricing through quality, experience, or immediate availability,” Classi-Zummo suggested.
“Retailers ignoring this shift risk obsolescence. Those embracing it—through certified pre-owned programs, trade-in initiatives, or resale partnerships—position themselves within the circular economy rather than outside it,” she added.
