The resale revolution is here

Resale is becoming more popular by the day. Every year, ThredUP, the world’s largest online consignment store, releases a Resale Report. We’ll cover some key insights from their 2022 Resale Report, which highlights why resale is a whole economy these days. You’ll stumble upon some good news ahead. 

‍

You’ll learn that: 

• 🌎 We’re actively seeking economic options for resale. A majority (~2/3rds) of consumers believe our individual consumption habits have a significant impact on the planet and we’re looking for the purchasing choices to support our values

• 🛍️ 62% of Gen Z & millennial consumers say they look for an item secondhand before purchasing it new. To support this kind of growth, businesses need to keep up with demand. Younger consumers are leading the way

• 🤠 Inflation is here to help. Thanks to inflation and an increase in prices across various industries, consumers are cutting back on apparel and are choosing to spend less

• 🧣 Turns out we love bragging about our thrift finds! 54% of those who bought their first secondhand item in 2021 say they go out of their way to tell people they are wearing secondhand. Talking about the decisions we’re making has huge ripple effects! The more we align ourselves to a particular identity, the more likely we are to actually change our habits! Transforming our identities (from fast fashion shoppers to thrifters, for example) can be more powerful than setting an outcome-oriented goal (e.g. buying 5 less things). Also, 82% of consumers shared that they feel a positive emotion when they buy a secondhand item

• 🏢 Companies can either join the resale economy or get bent. “More than half of retail executives without resale programs say they feel behind the curve relative to their peers.”  As the resale economy grows, businesses must listen to consumer demand. 

‍

Essentially, consumers are loving secondhand. We’re in the middle of a resale revolution and companies need to catch up. We need a robust resale economy to support consumer choices while empowering businesses to meet demand. Although resale has a long way to go, change is happening—and we’re the one’s creating it. 

‍

One topic that we glossed over is how many of our environmental problems are deeply cultural. We have enough stuff already for everyone in the world, but culture is a tricky force.

‍

Mina Le, a fashion content creator and commentator, shares a fascinating perspective that gets to the core of the issue. Her 2022 video, “tiktok is kind of bad for fashion”, is pretty much the perfect video. 

‍

‍

You’ll learn that:

• 🗑️ The average American throws away 81 pounds of clothing a year. You may or may not be an American, but generally, those who are able to go out of our way to pursue knowledge (like these newsletters) are the more well-resourced people in society. What if, instead of throwing away our undamaged clothing (or donating it and hoping for the best), we knew it can  be resold

• 👒 Secondhand isn’t just for climate activists or poor people. “I’m not trying to offer secondhand shopping as this ‘poor person consolation prize.’ I think for everyone, thrifting, or secondhand, is the most sustainable option”

• ⏳ We need to talk about trend cycles. Trend cycles used to last for decades. They would be set by magazines, movies, etc. Now, with the rise of social media, microtrends are entering the scene. As everyone’s trying to be an influencer, these trends get old fast. Mina Le says, “The buying to trashing pipeline increases in frequency and brands absolutely perpetuate this with their influencer marketing”

‍

Please also consider the following — Do you work with a brand that uses influencer marketing? Do you follow fashion influencers on social media who do clothing hauls? Have you ever donated clothes to a place like Goodwill and just hoped that it would find a home somewhere other than the landfill? Many of us can answer yes to at least one of those three questions (especially the last one). This is exactly why we need a resale economy.

‍

Consumers must rise to the challenge of finding our moral compass and being mindful about where our clothes come from. Businesses must meet this demand without making new products.

‍

If you’re looking for “new” clothes, perhaps you can look no further than your very own home. This video by Alyssa Beltempo, a fashion content creator and Soapbox Founding member, shows us how. You can also find her on Instagram with similar tutorials. Here’s also a wonderful article about the joy of using what you already own. 

‍

So, let’s get creative! 

‍

1. Join your local Buy Nothing group. 

Buy Nothing basically IS a resale economy, except it’s free. It’s a hyperlocal gifting economy. You join your neighborhood-specific group and can give and take stuff for free! Read Soapbox Project founder’s post about how she set up her whole apartment for $300. 

‍

2. Buy or sell refurbished electronics.

‍Marketplaces such as Backmarket and The Swap Club help you buy and sell refurbished electronics. You can save money and feel less guilty about supporting unsustainable practices that underly electronics manufacturing. 

‍

3. Call in a social media influence. 

The economy is formed by two general ideas: supply and demand. Well, social media influencers are kind of responsible for both. Mina Le explained it well in her video — companies ship out hundreds of products to influencers to market on social media, the trends blow up for a few weeks (or days), people get bored, and the items are later thrown out. If you see an influencer you follow doing hauls, you can comment something like: “I’d love to see more focus on secondhand and resale so people like me who care about the environment + saving money can keep learning from your channel.”

‍

4. Go thrifting with a non-climate conscious friend or family member. 

Consumers are truly changing the way we think about buying new vs. pre-owned. A super fun climate action is to take someone thrifting, especially if they’ve never been! You’ll never know when you’ll find a beautiful (and affordable) piece of clothing. 

‍

5. Reach out to a company you shop from and ask about resale. 

It doesn’t matter if they’re a big or small brand. We reached out to Maya's Desi Boutique, a small business selling South Asian Clothing, to ask about secondhand. It turns out they hadn’t considered the resale economy before, but our email exchange is helping them think more mindfully about their choices! Here’s a template you can use. 

‍

Shifting to a resale economy welcomes ALL individual and community action. What’s important is that building up a bank of small wins gives us energy for systemic change! 

‍

Before we go any further, it's time for you to pledge your commitment. It takes less than 30 seconds to pledge and we can bother you about it in a friendly way, so we can hold each other accountable. Pledge here!

‍

🎯 Action step 4 of 4: REFLECT — what can you commit to? What fresh perspectives can we look at?

Yes, you read the title correctly! Here’s how to begin: Do a one-item clothing swap with a friend. 

‍

You’ve got a “seller”! You’ve got a “buyer!”

‍

You made an economy  — great job! If you actually do this, you’re truly part of the solution, and you can then move on to hosting larger community clothing swaps. Then book swaps. Then fix-it fairs. Practicing the small things helps us tackle the big things!

‍

If you’re not interested in building your own resale economy, you can contribute to one!

‍

‍This Grist article discusses the many resale programs built by REI, Timberland, and Levi’s. You also try the 30 Wears Test or the #30WearsChallenge. Before you buy a new piece of clothing, ask yourself, “Will I wear that 30 times?” Similarly, go on a mission to wear every piece of clothing you own at least 30 times. For some of us, 30 is easy. For some, it’s a lot of outfit repeating we’re not used to. However, the #30WearsChallenge is (in our opinion) the easiest way to make a snap decision and reject an impulse purchase. It gives you a second to stop and think and ask yourself: Can I get that secondhand instead? If you’d like to shop your own closet, Alyssa shares some practical tips here. 

‍

Whether you decide to build or participate in the resale economy, a small action can go a long way! 

‍

‍🏁 Checkpoint: This is the end of action step 4 of 4: REFLECT.

‍

Check out our membership community for more resources like free weekly events with social justice experts, sustainable product discounts, pre-written email templates, a social impact job board, and in-person hangouts with new friends. Thanks for taking action with Soapbox Project!