eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New research from eBay Australia has revealed pre-loved fashion is a dominant trend in the nation’s style landscape, with 70 per cent of Australians surveyed owning a pre-loved fashion item and nine in ten (87 per cent) likely to buy the same or more pre-loved fashion items in the future.
Lead image: Maggie Zhou & model.
Indicating fashion consumption behaviour has shifted, two in five (40 per cent) Australians surveyed say they now try to buy most of their clothes pre-loved.
eBay’s research, released ahead of Australian Fashion Week, found Aussies are transitioning away from fast fashion and becoming more mindful shoppers, opting for quality items that last. One in five surveyed (21 per cent) have decreased their fast fashion purchases over the past three years, with one in ten (10 per cent) reporting these had been reduced significantly.
Among the motivations for purchasing pre-loved clothes, almost one-third of Aussies (31 per cent) surveyed cite a desire to avoid joining the fast fashion movement, while over half (53 per cent) state the superiority of the quality of pre-loved, over brand-new items of the same value.
“True taste never goes out of style and with a pre-loved women’s dress sold every two minutes on eBay, it’s great to see Aussies increasingly experience the joy of wearing pre-loved fashion and opting for more mindful consumption. It’s clear the nation is both finding and embracing its own unique style and eBay is at the heart of it, with luxury designers such as Aje, Scanlan Theodore and Zimmermann searched every two minutes on eBay Australia,” said eBay Australia’s fashion lead, Anne-Marie Cheney.
When it comes to wardrobe staples, Aussies are adopting the timelessness and versatility of the Capsule Wardrobe, with one in four (26 per cent) saying it’s the trend they’re most likely to partake in. However, Aussies are also fans of revisiting past trends that express their individual style, with the survey revealing animal prints (20 per cent), denim pieces like low-rise jeans (23 per cent) and long denim skirts (23 per cent), bucket hats (24 per cent), double breasted jackets (25 per cent), tweed garments (16 per cent), and kitten heels (11 per cent) are the nation’s favourite comeback fashion trends.
To mark the third year of eBay’s sponsorship of Australian Fashion Week and inspire Aussies to shop pre loved, eBay has created a ‘Pre-Loved Fashion Covet List’—a style guide forecasting the biggest fashion trends of 2024 as seen on international runways, paired with expert tips and advice on how Aussies can sport them wearing entirely pre-loved, proving that if your thing is pre-loved fashion, you can find it on eBay.
The guide has been expertly curated by leading stylists Elliot Garnaut and Jessica Peroraro, alongside pre-loved fashion enthusiasts Jessica Alizzi and Maggie Zhou.
The Covet List explores four key trends for 2024:
- Elliot Garnaut’s ‘Elevated Outdoor’: A versatile trend that leans heavily into utility and performance wear. Think cargo pants, spray jackets and waterproof outerwear, “pieces that are lived in feel more authentic to the trend”.
- Maggie Zhou’s ‘Patterns Galore’: The clashing and layering of polka dots, plaid and animal prints, “because fashion is itching to be loud again”.
- Jessica Pecoraro’s ‘Classic Dressing’: “High-quality staples that stand the test of time in any wardrobe,” such as boxy blazers, trench coats, crisp white shirts and classic denim.
- Jessica Alizzi’s ‘Cuffed Denim’: Take a piece of denim and cuff it. It never goes out of style, and there are options from every era that suit your personal style. “Vintage cuts and style often fit better, and the quality is unmatched”.
Designer items can be highly coveted, including in the pre-loved world, with one in five (22 per cent) Aussies surveyed stating they have purchased a luxury pre-loved item in the last 12 months. The motivations for purchasing pre-loved designer goods include saving money on buying it ‘new’ (53 per cent) or finding hidden gems and unique pieces that express their style (45 per cent).
The research found the nation’s passion for pre-loved fashion doesn’t stop with purchases, with eBay’s research revealing an increase in the number of people selling items. According to eBay research, the average yearly returns for pre-loved fashion sellers have soared by 25 per cent between 2022 and 2023, with Aussies now making $1,23114 versus $1,53815 respectively.
“There’s no better place to buy and sell pre-loved pieces than on eBay. Cherished pieces that may no longer suit your style find new homes to be loved by someone else, ensuring that the love affair with fashion continues,” said Cheney.
This year at Australian Fashion Week, eBay Australia and Australian designer ANNA QUAN have partnered, marking the first time pre-loved styles have been shown on a major runway as part of a new collection. To highlight the brand’s timeless approach to design, ANNA QUAN will showcase pre-loved fashion styles and archival pieces alongside the designer’s Resort 2025 collection at Australian Fashion Week.
“I am excited to be aligning with eBay on providing a second life to timeless classics. In keeping with my design ethos, clothes should be made with longevity of workmanship and style in mind,” said designer, Anna Hoang.
“eBay offers an easily accessible and thoughtful gateway for like-minded individuals to re-wear and repurpose pre-loved pieces in a more sustainable way,” continued Hoang.
eBay Australia is also partnering with Liandra Gaykamangu in her debut show for Australian Fashion Week, with unique accessories crafted from pre-loved vintage jewellery on eBay featured in the Liandra resort collection show.
As part of eBay’s partnership with Australian Fashion Week, from 13 – 17 May, Australians will have the opportunity to visit eBay’s ‘Pre-loved Runway’ and try on and buy pre-loved luxury pieces from a range of designer and vintage items. Guests can simply scan the QR code attached to select items, purchase the item via ebay.com.au, and take home an iconic pre-loved piece.
For Australian Fashion Week, eBay is encouraging Australians to join the pre-loved fashion movement by removing seller fees on the first five listings between 1 – 31 May (T&Cs apply) or by taking 15 per cent off eligible pre-loved fashion purchases between 13 – 26 May (T&Cs apply).
Latest News
Dylan Alcott, Ellie Cole & Kurt Fearnley Headline Nine’s Paralympics Coverage
They say Olympics is more aspirational & Paralympics is more inspirational, but B&T is here for goalball & murderball.
The Monkeys, Howatson+Co, VML Australia Win Big At The One Show’s Awards
A top showing saw Australia ranked fifth globally, well above our friends over the Ditch.
Readers Are Looking To Books For Escape – Should They Look To Adverts, Too?
Are you or someone you know a bibliophile? That's a lover of books & not an 80s paper filing system. Read on here.
TV Ratings (19 May 2024): Nine’s Travel Guides Goes Head To Head With Seven’s Farmer Wants A Wife
Love travelling to Kuta to watch the lads from the Currawong Goannas footy club whoop it up? Travel Guides is a must.
Sky New Zealand Initiates Process For Advertising Sales Representation In Australia
Sure, on the surface they pretend to despise us, but this news offering proves the Kiwis love of all things Australian.
Opinion: Queer & Present Danger – Australia’s Battle For LGBTQ+ Recognition Through Communication
Aside from this absolute cracker of a headline, Think HQ's Blake Mason piece is very important.
Val Morgan Digital Partners With Audigent To Connect Brands With Passionate Audiences At Scale
Cinema advertiser Val Morgan announces partnership with data platform Audigent. Neither commenting on the new Mad Max.
International Olympic Committee Launches “The First Effect” Campaign, Via Deloitte Digital
The Paris Games are a mere 64 days away. Let this ad be the trickle before the Olympic ad storm.
‘Marketing In The Cockpit, Creativity, Partnerships, Failure And Dream Big’ – Josh Faulks’ Five Takeaways From RESET
Missed AANA RESET or worse, accidentally doze off during said conference? Relive the highlights again here.
Nine Promotes Nikki Rooke To Replace Richard Hunwick As Director Of Sales – Total TV
Nine names Nikki Rooke as Richard Hunwick's successor. Yet to politely mention the boxes in Richard's former car spot.
Thinkerbell Wants To Make Every Day A “Lovely Day For A Guinness”
As the weather cools, probably more of us are thinking about a Guinness. Especially those of us with constipation.
The Unexpected Guest Wins oOh!media’s Inaugural Indigenous Business Grant
Here's a top initiative recognising Indigenous businesses. Yet kangaroos remain un-thanked for their tireless work.
Indie Creative Agency Dig Wins Bendigo Bank, Launches New Campaign
Hate your bank? Why not take the debt, poor credit record & maxed out Visa over to the friendly folk at Bendigo.
Made This Launches Mercedes-Benz Van’s New Online Store Through Massive LED Show
Is the downside to driving a Mercedes-Benz van that all the other delivery drivers think you're a bit of a wanker?
News Corp Launches Indigenous Sport Week Editorial Campaign
News Corp launches a new campaign to show the importance of Indigenous Australians to the sports we all love.
New “Population: Unexpected” Boomtown Brand Positioning Celebrates Regional Australia, Via Thinkerbell
Mark this as opinion, but surely the greatest advertisement for living in the regionals is living in Sydney?
Cairns Crocodiles, Presented by Pinterest: The Most-Shortlisted Agencies
This list of most nominated agencies for Cairns Crocs comes from lots of hard work & a shimmy of sassy showboating too.
Samsung Ads’ “Behind The Screens” Event: Showcasing Market Leadership In Connected TV
B&T was front row at Samsung's 'Behind The Screens' event. Here we go behind the scenes of 'Behind The Screens'.
UM Hires Former Carat Client Partnerships Head To Lead Optus Account
Matt Evans says "yes" to the Optus gig at UM but not before saying "no" to his previous employer asking him to stay.
Roy Morgan: Written News Reaches 97% Of Aussies
New study reveals written news reaches 97% of the population. The other 3% still think Bob Hawke's the prime minister.
‘Blair Is Mr Happy, Beau Is Mr Dopey, I’m Mr Grumpy’ – Top Gear Australia Hosts Reveal What It Was Really Like Filming
Top Gear features the cars you could never afford to drive. It's a bit like the bogan's Gourmet Traveller, really.
Nine’s Total TV Sales Lead Richard Hunwick To Step Down
Nine's Richard Hunwick calls time after 15 years. Hoping for a last trip to the Olympics before getting the gold watch.
Yahoo Academy Culminates With Pitch-Off For Musicians Making A Difference With Trip To Cannes In Cairns On The Line
B&T happy to support the Musicians Making A Difference initiative. Particularly any that encourages more Watusi.
TV Ratings 16/5/24: Nearly 2 Million Tune In To See Sky Blues Win In Women’s State Of Origin
B&T does make jokes about the Budget reply speech but, to his credit, Mr Potato Head rated OK last night.
Binge Launches “Scene:Scents” Sensory Entertainment Campaign, Via Thinkerbell
There's now scented candles to pair with BINGE shows. We're hoping Rex Hunt's Fishing Adventures doesn't hear about it.
Jolt Partners With Veridooh For Verification Of Its EV Charger Placements In UK
Although B&T's an avid supporter of EV cars, we'd definitely miss the smell of petrol and the service station pie.
Nine Ad Manager Named Principal Sponsor Of CommBank SmallBiz Week
CommBank's SmallBiz Week is coming to Melbourne on the 29-30 May. B&T's as confused as you are on how that's a week.
Pet Circle & Seven Communications Partner On “Pawtition” To Get Pets On Public Transport
B&T's concerned about the fleas, urine & faeces on public transport - and that's just from fellow passengers!
‘A Win-Win’ – How The Matildas Helped CommBank Become A ‘Globally Iconic Brand’ For The First Time
CommBank's sponsorship of the Matildas is a sport marketing masterclass. The opposite to Nick Kyrgios & his sponsors.
VML Australia Dominates The One Show With 5 Gold Pencils
VML Australia flying the flag at the One Show Awards in New York. Not that we need more flag waving at the moment.
Social Soup: Consumers Looking For “Informative” Not “Funny” Social Content When Making Buying Decisions
In a further blow to ventriloquism everywhere, new research says consumers prefer information over funny videos.
GIO Unveils New “Protect Precious” Brand Positioning & Campaign, Via Ogilvy
Insurer asks what's precious in our lives in new work. Which is better than asking is this business highly flammable.
Digitas & Heckler Singapore Launch Animated Symphony For Riot Game’s Valorant Champions Tour Pacific
Stony silence between you and the graphic arts team at Friday drinks? This gaming news could be an ice breaker.
Wavemaker Global CEO Toby Jenner Appointed Global President, GroupM Clients
Wavemaker’s Toby Jenner continues his career trajectory. But is it enough to move him up to the first class lounge?
Fast 10: Mindshare Head Honcho Maria Grivas On Her “Resting Smiling Face”
Mindshare is having a very fruitful 2024. Here, CEO Maria Grivas reveals her fertilisers & pruning tips to success.
Real Home Care Clients & Staff Star In New HammondCare Campaign
Aged care commercial uses real life clients & staff. B&T has not contacted the actor's union for comment.