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Can fast fashion still fuel over-consumption in the secondhand market?

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According to a new report, fast-fashion brands are among the most popular on resale sites, with millions of items listed, fuelling a growing pattern of over-consumption.

Zara now dominates the online fashion resale market. Photo: AFP

As a sustainable alternative to buying – and therefore manufacturing – new goods, secondhand shopping has enjoyed unprecedented popularity since the beginning of the pandemic. However, this new consumer habit, favoured by younger generations, among others, has certain limits. This is reinforced by the presence of low-cost fashion brands on resale platforms, where they evidently seem to be popular.According to a report by the coupon and discount site Savoo, reported by, Zara is the most popular brand on resale sites, with no less than 670,000 listings on the most popular platforms, although the report does not take into account real-world thrift stores.

However, for Black Friday this year, a day dedicated to consumption, Vestiaire Collective decided to send a clear message to the fast-fashion industry.

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