Article Spotlight: Generation Hustle: An insight into Gen Z shopping habits and the rise of resale
Commissioned piece focusing on the rise of resale culture amongst Gen Z as an increasingly eco-conscious age group. A well researched thought piece, looking at the influences of digital media, accessibility and social media as a marketing tool.
"Scanning through thrift stores, scrolling online, signing up for the latest drops and flipping garments for profit are preferred hobbies of Generation Z. Referring to those born after 1997, Gen Z has been raised in a world of digital accessibility, social media and inherited climate crisis. More conscious in the choices they make, yet not wanting to miss out on the latest fashion trends, they seek alternative ways to get their hands on top products. Thankfully: the resale market.
Resale has been on a steep increase in the past three years, growing 21 times faster than the regular retail apparel market.This dramatic increase reflects the particular skill set and values of Gen Z who buy and sell discounted items, allowing them a new lease of life, preventing the already staggering numbers of clothing ending up in landfill. Since the average purchase of one second-hand piece of clothing mitigates at least one kilogram of waste and 22 kilograms of greenhouse gas emissions, this solution is the ultimate in feel-good. It lessens the environmental impact of the fashion industry which accounts for 10% of global carbon emissions with nearly 85% of textiles ending up in landfills (US), statistics which Gen Z find overwhelming. Furthermore, as most sustainable fashion brands come with a price tag that’s inaccessible to Gen Z, resale puts the control, and money, in their hands. Giving them income and a clear conscience; many create their own shops, selling through apps and social media. Pushed by the pandemic, typical jobs, such as bar work, are gone. Digital media make resale a career option; there is a growing popularity amongst Gen Z to purchase items and resell with a higher price tag. What does this mean for the future of the resale market? This growth trajectory is not set to slow down. It is predicted the second-hand apparel market (valued at about $28 billion today) is forecast to reach $64 billion within five years, and potentially $80 billion by 2029. Second-hand goods are expected to make up 17% of a person's share of closet space by 2029, up from just 3% in 2009"