Digital platforms have been instrumental in normalizing and popularizing second-hand shopping. Apps and marketplaces such as Depop, Vinted, ThredUp, and Vestiaire Collective have transformed resale into a social and interactive experience. Buying and selling clothes becomes part of a circular ecosystem, where users are not just consumers but active participants in fashion culture.

Second-hand fashion also resonates with Gen Z’s desire for individuality. In contrast to mass-produced fast fashion, thrifted and vintage items offer uniqueness and authenticity. Owning a one-of-a-kind piece helps young consumers express their identity and stand out in a world dominated by trends that spread instantly through social media. 

The findings of the 2024 study “Second Hand, First Choice?”, conducted by Ipsos in collaboration with Humana People to People, are particularly telling. The research was carried out on a sample of over 1,500 Italian people through an Ipsos panel involving different generations with varying attitudes toward consumption and the use of digital tools, with the aim of exploring the characteristics and implications of the second-hand phenomenon.

Among the main drivers influencing the purchase of a second-hand garment over a new one, the first factor is fit (“it fits me better”), followed by affordable price and the quality of materials. Only in fourth place comes the motivation of contributing to more ethical fashion. 

Even if digital platforms have been key for the growth of resale market, according to Ipsos–Humana People to People, physical stores, flea markets, and fairs remain the preferred purchasing channels (79%), compared to online purchases (39%) and platforms such as Vinted (31%).
The research also shows that a key factor encouraging the purchase of second-hand clothing is economic savings (69%), while the main barrier remains concerns related to hygiene (55%). 

According to the Ipsos–Humana People to People study, the second-hand market includes both resale and exchange activities and, as highlighted by the Ipsos survey, Gen Z plays a leading role: it ranks first among generations in terms of the percentage of buyers (26%) and sellers (10%).

In conclusion, the growing importance of second-hand fashion among Gen Z is not a passing trend, but a structural change in consumer behavior. It represents a new vision of fashion, one that values sustainability, individuality, and conscious consumption over novelty and excess. As Gen Z continues to gain purchasing power, second-hand fashion is set to remain a defining force in shaping the industry’s future.