Brands & Influencers changing the resale game

As uncovered in Cassandra's Values & Value - Consumer Confidence report, the never-ceasing nostalgia-fueled love of vintage trends are sending even more Gen Z to the resale market, which has tripled in size since 2020 to an estimated $120 billion worldwide. In fact, retail insiders suggest that shopping in the secondary market will continue to be up in 2023, with younger consumers emerging as the leading force as 80% of Gen Z are buying secondhand goods. Secondhand clothing hauls have become ubiquitous on Instagram and TikTok with #reseller and #resellercommunity garnering 4.4B and 946M views, respectively. With the dopamine hit of a new item of clothing at a fraction of the cost just a click away, let's take a look at brands fueling our young consumers' love of purchasing and passing on preloved items.

Image of a green kid's garment with a tag with the "hanna anderson" logo, measurements, and text, "this belongs to: Ryan C, Ethan C, Jenny S if found, give a shout."


Entering the growing secondhand market, children’s apparel brand Hanna Andersson has launched its own resale marketplace called Hanna-Me-Downs, smartly tapping into the parents of the Gen Alpha consumer. The creation of Hanna-Me-Downs comes out of customer testimonials about how their purchases have been passed on to new wearers. Additionally, the sustainability chief said that the platform already has over 1,500 listings. Sellers receive anywhere from 125% or more in gift card credit for applicable items. The range spans the brand’s lifestyle wear, pajamas, activewear and accessories.

Text quote, “I buy almost all of my clothes second hand to save on costs.”

— Eleanor, 19, NC (Cassandra Collective)

    Image of various fashion garments with the ThredUp logo and text, "x Nava Rose"


    TikToker, Nava Rose, who has nearly 6 million followers and calls herself “the girl with too many clothes,” posted videos apologizing for her role in overconsumption. She hadn’t understood why people were doing fast-fashion hauls during an environmental crisis, but now says she realizes the role that influence plays. “I do have to take responsibility for my actions,” she confesses in one video. As a further step to help change her dialogue, Nava has most recently collaborated with thredUP to give Gen Zs an alternative to shopping fast fashion, by launching “The Dump Fast Fashion Shop” offering consumers the chance to thrift Rose’s looks by using thredUP’s What They Thrifted tool, which uses AI to display hundreds of items that resemble Rose’s picks.

    Text quote, “I don’t mind buying second hand items because I save money.”

    — Jess, 19, NY (Cassandra Collective)

      Image of various clothing and accessory garments with the DejaWooo logo underneath


      Recently launched DejaWooo touts itself as the most comprehensive global search engine for pre-owned fashion. The site curates products based on search terms and filters such as by designers, stores, and specific clothing and accessory items, combing through millions of luxury products from over 3,000 brands listed. The platform will also regularly launch curated drops on its site. This consists of a video dedicated to exploring historical fashion trends and specific items related to the theme.