Is second-hand the new ‘new?’

Can pre-owned items truly shake up ultra-fast consumption? We were recently confronted with this question at the Circular Fashion Day, organized by the Fédération de la Mode Circulaire, at Sciences Po Paris, one of the world’s most prestigious institutions for the social sciences. The backdrop of this conversation was the legislative push against fast fashion in France, a debate we follow very closely. 

At Zalando, we focus on quality and inspiration to make shopping straightforward. We bring this exact approach to our Pre-owned category – offering an easy, reliable way to buy second-hand clothes with guaranteed quality checks. This helps us encourage more people across Europe to discover pre-owned fashion for the very first time. 

Returning to that initial question – yes, second-hand is a major market opportunity. Customers want high quality at lower prices, and they want to make more conscious choices. However, our data shows that consumer habits are rarely black and white. Shoppers do not stick to rigid camps; they actively mix new pieces with pre-owned items. This hybrid wardrobe is rapidly gaining momentum. On average, 62% of our Pre-owned assortment sells within its first seven days. For premium brands, that figure climbs to over 95%.

Making second-hand as easy as buying new 

What holds someone back from buying second-hand for the first time? It usually comes down to trust and effort. Our It Takes Many report shows that shoppers prefer buying second-hand items from established platforms rather than navigating peer-to-peer apps. This is why we take care of the heavy lifting. Instead of customers trading directly with each other, they sell their items back to us. Our in-house team checks the quality of every single piece before it goes online, and everything is backed by our standard shipping, return, and payment options. 

By using our existing logistics network, we can bring second-hand fashion to millions of people across 14 European countries, taking the friction out of the everyday shopping experience.

A growing appetite for second-hand fashion

Since launching the Pre-owned category in 2020, we have focused on making it a natural choice for families and fashion lovers alike. This year, we reached two major milestones: expanding into Pre-owned kids and partnering with Vestiaire Collective to offer unique luxury items from more than 50 iconic brands – a full range of ready-to-wear, footwear, handbags and accessories.  

Ultimately, we do not know if second-hand fashion can out-pace ultra-fast consumption on its own. But we do know that focusing heavily on quality, curation and absolute convenience moves the needle. By removing the traditional barriers to second-hand shopping, we can help make these choices a natural, effortless part of the daily mix – one trade-in at a time.