Over half (53%) of shoppers say that they have been buying more secondhand clothes as a way of saving money in 2022, as the cost of living rises
Depop’s research reveals you could save up to 25% per item when shopping secondhand - an average of £185 in a year across all purchases
18-35 year olds are making an average of £350 a year by selling unused clothing lurking in their wardrobes
The average lifespan of a garment is just 19 wears but on average, UK Depop users estimate that they wear an item a total of 49 times, offering more value for money
London, October 2022: This Autumn Depop, the circular marketplace loved by fashion conscious consumers across the globe has found that 18-35 year olds in the UK could pocket an average of £535 extra a year by buying and selling secondhand fashion.
With cost pressures and inflation continuing to rise in the UK, many are finding they have an average of £175.80 less disposable income to spend on buying clothes per month.* Despite this, Depop’s new research reveals that 44% of 18-35 year olds in the UK are buying more clothing now than they did last year - not wanting to compromise on purchasing the fashion items they love. In fact, respondents aged 18-35 are spending £1,248 per year on new clothing, while 30% spend at least double that.
In the face of the cost of living increase, over half (53%) of those polled, say that they have been increasingly turning to secondhand shopping on marketplaces such as Depop as a way of saving money in 2022.
HOW CONSUMERS CAN SAVE BY SHOPPING SECONDHAND
Depop’s research reveals Brits aged 18-35 are spending a collective average of £1.6 billion per month on fashion. Meanwhile, those who buy second hand estimate they are saving up to 25% per item - an average of £2.8 billion a year across all purchases. When asked what the best value item when shopping second hand was, respondents placed tops and shirts (43%), coats and jackets (39%) and shoes and trainers (37%) as the top three categories for saving money.
Weddings, birthdays, holidays and Christmas Parties are found to be the highest spend occasions for new outfits, with spending habits peaking over the winter months. Once summer holiday spending is over, autumn marks the turning of the season and a ‘back to school’ mentality with fashion lovers wanting to refresh their wardrobes. Depop has recently seen searches spike for ‘Coats’ up by +111% and ‘Boots’ up by +70% since August, those items which you can hope to find the best value for money when shopping secondhand.
The 18-35 year olds polled say they spend an average of £121 on clothing when the seasons change, rising to £200 for a quarter of this group. Research shows that by shopping secondhand, they could conceivably save between £30-£50 on their autumn/winter wardrobe.
HOW CONSUMERS CAN EARN MONEY SELLING SECONDHAND
Users of secondhand marketplaces and resale apps such as Depop could also find themselves making anything from the average of £350 all the way up to £5,000 a year just by selling the items lurking in their wardrobe. Research found that Gen Z are making an average of £437 per year selling pre-loved and secondhand clothes.
Top Seller @minisworld and Depop coach Adwoa Owusu-Darko (26) says, “Coats, puffer coats , afghan jackets , rain coats, track jackets and windbreakers are high-ticket items that are always winners at this time of year on Depop. Leather jackets ALWAYS sell like hot cakes and scarves are the underrated gem that I find always do super well.”
In fact, 70% of respondents admitted to having fashion items that they don’t wear, need, or want anymore - a great opportunity to make some extra cash this coming winter. By utilising apps like Depop, shoppers are easily able to rotate their wardrobes, selling the styles that no longer serve them and earning money to buy items that do - embracing circular fashion in the process.
Sabrina Grant, co-host of Supershoppers on Channel 4 says,
“Hot off the heels of London Fashion Week and with Brits set to spend an average of £1.8 billion on new clothing this Autumn, I’m passionate about doing my part by shopping in a more sustainable way, while still being able to keep up with the trends I’m interested in.
Depop is my go-to, for browsing preloved and vintage pieces and I love looking for hidden gems amongst the treasure trove of items available on the app - not to mention I am able to refresh my new season wardrobe at such an affordable price.
It’s great for my own personal style evolution too - whether it’s a wedding, a party or an exciting job that I've got coming up - I know for certain that I am going to be the only person wearing that outfit if I have bought it second-hand!”
Peter Semple, Chief Brand Officer at Depop says,
“There’s no shortage of clothes in the world: Between 80-150 billion garments are produced each year***. We know that one of the most impactful stages in the lifecycle of a garment is the production of fibres, so a straightforward way to reduce the overall environmental impact of fashion is to reuse what already exists, displacing brand new purchases with second hand ones. Which is why at Depop, we’re intent on making secondhand clothing as desirable, accessible and affordable for as many people as possible.
As well as championing the Depop Community to invite more people to participate in secondhand - as well as other sustainable choices like responsibly-made or upcycled and reworked fashion - we collaborate with great partners like adidas, Ganni, Ralph Lauren to reach and excite new audiences. We recently joined forces with Dr Martens Depop to launch their ReSouled range of previously-worn boots which have been restored to like-new, and are available at a fraction of the original price.
Through our research, we found that the average lifespan of a garment is just 19 wears but on average, UK Depop users estimate that they wear an item a total of 49 times****. With over 140k new listings a day, there’s no shortage of unique and trending pieces to discover on Depop and we see our customer as anyone who is open to exploring their personal style. We’re excited to be able to offer our community of sellers and buyers more value for money, whilst also helping to keep the clothes that already exist, in circulation for longer.”
HOW TO SHOP BETTER THIS SEASON
Shopping secondhand can not only be a more affordable option - it’s a sustainable one too, as Depop’s research has shown that 9 in 10 purchases made on Depop prevent the purchase of a brand-new item elsewhere.**** With a vast array of pre-loved, vintage and one-of-a-kind items available on Depop, embracing this way of shopping is starting to replace old habits for 18-25s - with one in three 15–24-year-olds in the UK registered on Depop. The likes of Bella Hadid, Lily Allen and footballer Ben Chilwell are already keen users of Depop to find unique and trending items.
Top tips for shopping and saving on Depop include:
Browse the search page until you find a price you’re happy with - don't expect to buy within a day.
Don't shy away from sending offers to sellers, as long as your offer is reasonable and you're polite in your back-and-forth.
Make use of Depop’s ‘Make an Offer’ feature which also helps you get that item you love at a price that’s right for you, making negotiations easier, quicker and more accessible.
Even if it doesn't state this in a seller's bio, always ask for bundle deals if you're getting more than one item.
Have a look at other Depop users who have liked an item you’re after, or the likes of your favourite influencers and friends for inspiration.
About Depop
Depop is the community-powered fashion marketplace to buy and sell unique fashion, with over 30 million registered users in more than 150 countries. Depop is a place for anyone to discover and celebrate their style on their own terms, and to feel good about their fashion choices by extending the lives of millions of garments. The company was founded in 2011 and is headquartered in London with offices in Manchester, New York, Los Angeles and Sydney. Depop has approximately 400 employees dedicated to its mission of building the world’s most diverse progressive home of fashion, that’s kinder on the planet and kinder to people. In 2021, Depop became a wholly-owned subsidiary of Etsy - the global marketplace for unique and creative goods - and continues to operate as a standalone company.https://news.depop.com/
Methodology
Unless specified or credited otherwise, data has come from research conducted by Censuswide, surveying 2,049 aged 18-35 respondents who have already bought and sold second-hand clothes (in the last year) or are open to doing so, between 17.08.2022 - 19.08.2022.
Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles.
UK population figures taken from Statista, ‘Population of the UK 2020 by age’, published by D. Clark, Jul 27, 2022
Notes to Editors
***https://www.vox.com/the-goods/2020/1/27/21080107/fashion-environment-facts-statistics-impact
**** https://news.depop.com/company-news/company-announcements/depop-displacement-rate-research/