Sat. Dec 14th, 2019

New clothes are no longer taken


Updated:

The expression "happy as a child with new shoes" begins to lack reality anchor. If almost any teenager could easily blackmail until the end of the last century with a shopping session downtown, Entering the third decade of the 21st century, you can take an indignant sermon lord, because of the indifference to the climate warming of your behavior, just by suggesting that perhaps the time has come to renew coats. At least if you're talking about new clothes. What is cool today is a sustainable closet that threatens the business model of low cost clothing stores. The trend already has a name and is a Swedish name, like Greta Thunberg: "Köpskam", a word that means something like shame to buy.

The brands of the sector adapt as they can to the new rules of the game. H&M, for example, has reacted by raising its stake in Sellpy, a second-hand sales platform, becoming in the majority shareholder of the group and controlling approximately 70% of the capital. "Sellpy has a unique circular business model, which perfectly aligns with the H&M group's vision of being completely circular," said Nanna Andersen, head of Co: Lab, the H&M investment vehicle of about five million euros.

The change in trend is conducive the awareness that discarded clothing has become a management problem of the trash. In Spain only 10% of textile waste is recycled; 90% is discarded. In 2017 alone, more than 900,000 tons of used clothing ended up in landfills, according to data from the latest report of the Iberian Textile Recycling Association (Asirtex). The generation aware of the protection of the climate perceives in these figures a threat and in their mentality, unthinkable consumption behaviors opened up just a few years ago, such as the exchange platforms or the sale between customers of used clothing, the customization of old accessories or the rental. And brands adapt as they can to this new reality.

"The second hand is one of the fastest growing businesses in the fashion industry, allowing a more sustainable, modern and personalized experience," H&M explains in the statement in which he tries to explain his strategy turn, "is an opportunity. of business of which the group wants to be part, since it allows its consumers to give a new life to their used clothes ". And all this takes place, of course, on the internet. Sellpy operates only online and with the new capital injection it plans to boost its international expansion.

As a consequence of this paradigm shift, the textile resale business, currently valued at around 21,312 million euros, will reach experts valued at 56,830 million in 2028, a figure 1.5 times higher than the expected value of the entire sector Fast fashion of 39,070 million. If our grandmothers raised their heads, of course, they would not understand anything, but without a doubt they would pronounce the lapidary phrase that, until the end of the last century, condemned without right to recourse any clothes without a seal: "To know who will put it on!" .

In less than a decade, the second-hand clothing business will be 1.5 times larger than the "low cost"

. (tagsToTranslate) clothes (t) second (t) hand



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