The revenue for most of these thrift stores comes from the commission they charge the seller. “Anything that a seller posts we take 20% of that as commission,” says Poshmark’s Subramanian. But how does one know whether the Zara outfit or the LV bag she is buying is not counterfeit? Almost all these websites offer authentication services. So, if a seller lists a Gucci handbag, the website transfers the money to the seller only after it has ensured that the listing is original.

Brands are also talking about selling pre-owned products. While some of them are recycling pre-owned products, the others are actually selling at a premium by giving them a vintage tag. Abeek Singhi, senior partner and MD, BCG, cites the example of fashion apparel brand, Cuyana, which offers a 20% discount to its customers who opt for custom-made clothes. “It’s not a question of just sustainability, it is how many times you use which makes a difference. If there is a small tear, Cuyana says we will repair it so that it lasts you longer, and when you stop using it, we will repurchase it, refurbish and sell it again. Brands have started encouraging the pre-loved category as it helps expand their market dramatically in both making it sustainable and larger”

Homegrown leather products brand, Hidesign, is also considering targeting the pre-loved buyer. “Our bags are known for lasting a lifetime and often consumers complain they get bored. Therefore, we are planning to encourage consumers to return their old bags, which we could recycle,” says Dilip Kapur, founder, Hidesign.

Brands such as Levis and Adidas have launched collections out of recycled plastic and have priced them at a huge premium. “Brands are inviting their loyal customers to return their old possessions, which they put back in the market for reuse. Consumers are also conscious of the choice they are making. They don’t want to contribute to over-creation,” says sustainability enthusiast, Joono Simon (CEO, Brave New World).

The trend of buying pre-loved brands is nascent in India, but it is certainly picking up fast. “During festivals and weddings we have a lot of sellers listing designer outfits of Indian designers such as Anita Dongre and Manish Malhotra and there are quite a few takers,” says Poshmark’s Subramanian.

circular fashion

Pre-used products in vogue as sustainable fashion trends