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Zara, Nike and Adidas the most sought after pre-loved brands in Europe, especially in Finland

With clothes reselling platforms becoming increasingly popular, a global sustainability study finds that Zara is the most popular pre-loved brand across Depop, eBay, Vestiaire Collective, and ASOS Marketplace – with Depop alone listing 439,696 Zara items.

According to Savoo’s Sustainable Development Report Nike comes in second, with 7,447 listings currently active on the ASOS marketplace. In third place is another iconic sportswear brand, Adidas, the brand was found to have a total of 467,022 listings across the four different marketplaces.

Fast fashion clothing brand H&M has the next most lively resellers market, with 238,677 items listed on Depop making it the app’s fifth most popular second-hand brand. Victoria’s Secret follows in fifth place, with 340,000 listing on eBay.

The ranking report also rates recycling rate, consumption footprint, waste per capita, and the number of flea/street markets and antique stores for Europe’s 30 most populous cities and finds that Finland is the country best geared up for second hand fashion sales.

Finland sits at the very top of the Sustainable Development Report’s ranking of all 193 UN Member States, scoring 86.51 out of a possible 100. The northern European country also reduced its consumption footprint by an impressive 20.37% between 2010 and 2020, which is the fourth biggest reduction after Italy (26.03%), Sweden (21.99%) and Greece (20.75%). However, flea markets and antique stores are one area that Finland falls behind in, with just 53 in total to cater to its 5,540,720 population. 

Denmark places second in the ranking, having reduced its consumption footprint by 14.26% between 2010 and 2020. Ranking in third place is Slovenia, which produces an estimated 34 kg of household waste per capita each year, the lowest figure out of every country in our analysis.

The UK ranks in sixth place overall as Europe’s most sustainable shoppers. Home to nearly 68 million people, the country has almost 1,300 flea markets and antique shops available – which is the highest amount of all countries analysed.

Ed Fleming, Savoo’s Manager Director, comments: “The importance of being sustainable is rising as shoppers have become more aware of their ecological footprint. From food wastage to buying second-hand clothes, consumers are not only more conscious of protecting the environment they live in, but are also looking at ways to save money with sustainable practices in light of the cost of living crisis.

“It’s great to see shoppers making more of an effort to become more environmentally friendly while still looking fashionable, and wasting less at the same time. Sustainability continues to transform the way we shop and consumers are becoming more vocal about what they want in a brand.”

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