Hand-me-downs and second-hand clothes have never been so popular – vintage has become a look all in its own right - and there is no shame any more in wearing other people’s clothes.
The trend for second-hand clothes, which was born in charity shops and vintage fairs, is now very much in the mainstream.
This week Asos announced its intentions to let customers and other smaller businesses sell on its new marketplace which will launch later this year.
Entertainment retailers such as Amazon and Play.com have already found success by opening their sites up for others to sell; EBay built its whole business on the concept.
Even Selfridges are getting in on the second-hand trend with a pop-up Oxfam Shop being staffed by celebrities such as Annie Lennox . The high end shopper it seems wants to wear other people’s clothes.
So why the move away from new purchases?
It seems it is increasingly more difficult in the mass-produced culture we live in to look unique.
Finding a vintage piece, be it from the 50’s or 60’s or even now the increasingly popular 80’s gives the purchaser the chance to look different and not turn up in the same outfit that all of her friends bought from Primark.
It is also often far cheaper and the second hand market gives people the chance to pick up real bargains.
The only question could be whether the young fashion customer on Asos will have the sort of clothes to sell second-hand that other customers will want. Keen entrepreneurs will surely see it as a way of making a quick buck, but initially, the amount of items you can sell could be capped.
EBay proved that selling second hand can create millionaires trading just from their bedrooms. However they are now moving into more of a fixed price seller with brands and retailers rather than individuals being encouraged to sell on its new, highly publicised Outlet.
Asos marketplace will give a great opportunity for smaller independents and boutiques to get their offer in front of the wide audience that Asos, as an established name attracts, and take advantage of the traffic to its site.
It also adds to creating a community around the shopping site which Asos have been really working to grow with its community section Asos Life and activity on social media sites such as Facebook and Twitter.
Online shopping does not have the social aspect of a trip to the shop with friends however pure play retailers such as Asos are hoping that virtual communities will make up for this. Marketplace, as well as another revenue stream will only add to this.
Second-hand is definitely no longer second rate.
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