According to a study by the market intelligence agency Mintel in September 2021, more than half (55 percent) of fashion consumers in Germany currently say they buy second-hand clothing. Quality and cut also play an important role when shopping for fashion, as do more inclusive garments in petite or plus sizes that flatter every body type. More sustainable materials are also on the rise. In some cases, more than 1,750 internet users aged 16 and over who had bought clothes for themselves in the last 12 months were surveyed.
Of the 55 percent of respondents who said they buy second-hand clothing, 9 percent said the proportion had increased as a result of the coronavirus pandemic, although 15 percent also said it had fallen. Second-hand apps like Vinted have used 16 percent, while another 22 percent are interested in trying it. Unsurprisingly, the younger consumer groups of 16-24-year-olds and 25-34-year-olds (28 percent each) are familiar with corresponding apps, while the figure for 45-54-year-olds is only 12 percent.
Clothing is designed to flatter different body types
In addition to second-hand clothing, other factors such as quality and cut play an important role. Two in five fashion consumers (37 percent) also want better fabric quality, while 23 percent favor more flattering garments for different body types (such as petite or plus-size). In addition, 26 percent of respondents bought fashion made from sustainable materials in the 12 months prior to the survey; 41 percent1 have not yet done so but are interested in doing so.
“The credo nowadays is: think bigger about sustainability. For example, in this endeavor, it is worth looking at official partnerships with popular second-hand suppliers and platforms to promote the reuse of clothing. Uniform, more inclusive size charts or ready-to-wear lines can also indirectly influence a company’s sustainability,” advises Irene Brockie, retail analyst at Mintel Germany, in a press release.
“Clothes that are tailored to different body types not only reflect the current zeitgeist and the demand for more inclusive ideals of beauty, but can also be worthwhile in terms of return costs and customer satisfaction. The use of artificial intelligence for virtual fittings could promise further advantages – and accompany fashion brands on the way to a more sustainable practice,” explains Brockie.
It stays casual
The Corona pandemic has affected the way we dress: more time was spent at home and work was and still is done from the home office. This has led to almost a third (32 percent) of German fashion consumers generally treating themselves to fewer new clothes; almost a fifth (18 percent) wear older items of clothing more often. Even those who bought new clothes were less likely to buy office clothes (19 percent).
“The trend towards casual looks will have a long-term impact on the fashion industry. Although this had already developed before the pandemic, it was fueled in particular by the ongoing lockdowns and the time in the home office. The new development towards the “hybrid working model”, according to which employees can work flexibly from home or in the office, offers retailers and fashion brands new growth opportunities. The combination of sustainability, style and comfort is profitable for all price segments,” confirms Brockie.