Whatnot highlighted a “clear passion” for timeless fashion with 99% of respondents agreeing that fashion comes back around. It also found 70% of those surveyed regularly shop vintage or secondhand — a figure that rises to 84% among 18- to 28-year-olds.
The research showed that over a third (35%) of consumers are making more effort to purchase sustainable clothing compared to five years ago, with 30% saying they now “only” buy sustainable clothes—this rises to 43% for those under 29.
Whatnot believes Gen Z, in particular, values long-lasting, quality items, with 89% favouring investment pieces over fast fashion. Shoppers are also willing to pay an additional £165 for clothing that stands the test of time.
Key findings from the survey
- Over half (59%) enjoy vintage shopping as it’s cheaper, while 93% agreed they find the best bargains when second-hand shopping.
- On average, Brits were found to add 5 pieces to their vintage collection per month, with this figure rising to 7 per month for Gen Z.
- Over half (54%) love discovering unique vintage clothes, so much so that eight in ten (84%) regularly hunt around charity stores for specific clothing.
- Modern Brits are most likely (88%) to go thrifting with just one item of clothing on their shopping list.
- 41% agree charity shops are the place to go for an old-school outfit, followed by online marketplaces (24%), speciality shops (7%) and market stalls (6%).
- 67% of Gen Z regret throwing away something given to them by an older person.
Daniel Fisher, UK general manager at Whatnot, said: “Vintage clothing offers shoppers a unique opportunity to invest in timeless pieces with history and character, which is why we’re excited to introduce Whatnot’s thriving men’s and women’s vintage categories to the UK market, after seeing how successful they’ve been in the US. These categories represent a more sustainable and exciting way to shop for iconic fashion items, and our sellers are experts that source incredible, hard-to-find pieces for their communities.”
Recently, a survey by UK charity Oxfam found that one in ten UK consumers plan to buy most of their clothing secondhand in the coming year with 66% already owning preloved pieces.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
