Second hand: why the market is attracting more and more customers and brands

Second hand: why the market is attracting more and more customers and brands

Elise Denjean and Olivier Samain published by Guilhem Dedoyard, amended to the second -hand market is in sharp increase.More and more French people are subscribing to economic and ecological reasons and brands are forced to line up.Most major brands offer or are about to launch such a service.The formulas are numerous and the market seems lucrative.

Wearing a garment that has already been worn, more and more French are ready to do so.In 2019, one in three French people bought a used product and the trend has accentuated with the coronavirus.The second -hand market explodes and now weighs more than seven billion euros in France.So faced with this continuous increase, all major brands, especially in fashion, want to enter this sector which appears to them to be lucrative.

A tendency that goes from luxury to mass distribution

This week, two web giants have launched, La Redoute and Cdiscount.But it is especially in fashion that the flight is impressive.The market represents a billion euros in itself and the brands all start, one after the other: Eagle, Kaporal, Promod, Kiabi, Jacadi, Bash, Zalando, etc..Proof of this success, Vinted, the online specialist in the second hand.has more than 12 million subscribers in France.

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Faced with this trend, mass distribution has also launched.Auchan, for example, installed multi -brand second -hand rays in 40 of its hypermarkets.Luxury also followed the movement since brands like Burberry and Gucci also offer second hand.

Diversity of models and offers

Several models exist: only online or also in stores, with or without commissions, by paying the seller in cash or in voucher with a small bonus, etc..At Promod, this option is the most chosen.For its president Julien Pollet, """"it will necessarily be profitable because the customers will be able to live a global experience with the brand: buy products from us, but also resell them, continue to have fun.It is necessarily a win-win equation """".

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Bocage, the shoe brand of the ERAM group, launched its shoe rental system: a different pair every two months before a then referral to the store for a repair.In addition to being an economical solution, it is also an ecological solution.And the director of the brand, Clémence Cornet, understood this: """"We offer them this new consumption alternative which allows you to have fun with fashion, but more responsiblely since their shoes will experience a second life in this circuitsecond hand.""""

Encourage a return from customers to stores

On a brand scale, the system is still embryonic, but the goal is to make it a real alternative to the sale of new shoes.In its Montjean-sur-Loire factory, near Angers, the group restores the shoes before reselling them in second hand. """"Griffures sur le cuir, semelle abimée, première intérieure effacée"""", autant de marques d'utilisation que le patron du site, Jean-Olivier Michaux, peut corriger : débactérisation, remise en forme, remise à neuf de la semelle et du talon, couche de finition puis lustrage avant de """"repartir chez Bocage qui va le vendre dans son réseau à moitié prix"""".

The objective of these brands is to bring customers back.St-James, who will embark on second-hand service, wants to regain control over his image and prevent his products to be sold elsewhere.For Bruno Vanhoven, Commercial Director of Disruptual, a company that publishes second -life platforms for brands, this can only work. """"Ca va générer du trafic, recréer du lien.You will be able to chat with your customers, recruit new customers.Thanks to the occasion, they will enter your store and see the quality, service and the whole range of your products.""""