The Rise of Secondhand Shopping
Secondhand shopping is increasingly popular, allowing anyone to become a seller based on their wardrobe needs and the clothes they own. A top-selling brand in France, which can be found in nearly every closet, performs exceptionally well on Vinted and other resale platforms.
For some, shopping secondhand is a way to discover amazing fashion pieces at a smart price. For others, it’s the perfect opportunity to make some money by selling clothes they no longer wear. While one might think that platforms like Vinted or Paradigme are filled with luxurious items from days gone by, they also offer recent, affordable clothing purchased by everyday people. Thus, sellers don’t need luxury items to succeed on secondhand websites; it appears that the most purchased brands in this market are surprisingly accessible to the average person.
Insights from Kantar Study
According to a study by Kantar released late last year, the top brands purchased in the “second life” sales circuit include some surprises: two French brands known for their affordable pricing strategies. One is a sports equipment brand and the other is a well-known family clothing store. You guessed it: they are Decathlon and Kiabi.
Kiabi, taking the top spot, is the most purchased brand in the secondhand market. If you’re looking to make some extra cash by selling unused clothing, Kiabi should be your go-to. Founded in 1978 in Northern France, Kiabi initially focused on family and children’s fashion, a niche that unfortunately pigeonholed the brand for some time.
Kiabi’s Resurgence with Younger Generations
However, in recent years, Kiabi has managed to win over French millennials and Generation Z, whether they are parents or not, by staying on top of current trends. Recently, several Kiabi pieces have gone viral on social networks like TikTok, even causing stock shortages.
These developments illustrate the shifting dynamics of fashion consumption, where affordability and accessibility often trump luxury, especially in the thriving secondhand market.
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.