With new research revealing that 79% of shoppers get rid of clothes they consider not on trend or no longer in season, eBay has coined this behaviour ‘single-season wear’, the marketplace is on a mission to put an end to it in 2024.
eBay stressed that these fast fashion habits have made seasonal styles a throwaway affair, which is fuelling the mounting issue of fashion waste. On average, 18-35 year olds purchase nine new items for each changing season, which adds up to 36 new items every year.
Additionally, only 5% of UK consumers wear their wardrobes all year round, with over half (58%) of 18-35 year olds only ever shopping just before, at the start of, or during a new season.
eBay is working to turn the tables on traditional seasonal dressing, and is encouraging UK shoppers to build their forever wardrobes by shopping for pre-loved fashion over new and re-styling their clothes for multiple seasons.
According to Amy Bannerman, eBay’s pre-loved style director, shoppers can save big without sacrificing on style by buying pre-loved staples ahead of season.
For example, coats and jackets cost 30% less on average in July than in December and similarly, shorts sell on average for 15% less in December versus June. As budget is considered an important factor to 93% of consumers when shopping, out of season shopping is the best kept fashion secret.
Jemma Tadd, head of fashion, eBay UK, commented: “We’ve seen an incredible shift towards shopping pre-loved since we first partnered with Love Island, but there’s still more to be done. Just as the Islanders are getting a second chance at love this series, we want shoppers to give clothes a second chance too.
“A change of seasons is too often coupled with new collections and last minute consumption, so if we can inspire shoppers to ditch single-season wear and build a pre-loved wardrobe they can wear all year round, we’re heading in the right direction.”
Learn more about eBay’s journey to become the de facto leader in second-hand and vintage fashion in the ChannelX European Marketplaces 2023 report.
Download the full report to discover how marketplaces are working to try and protect both brands and customers from fraud, counterfeits, and piracy; and what technology is driving the sector.