Target, Lululemon expand into apparel resale space
Sustainability is a growing part of the fashion industry, but the jury is out on whether it’s really about reducing the carbon footprint or if it’s more of a marketing ploy.
In any case, big brands like Target and Lululemon are expanding their resale presence. Target does this through a partnership with ThredUp and Lululemon through its website.
But that begs the question: is every brand the right fit? for the second-hand clothing craze?
Let’s take an inventory. How many items in your wardrobe have tags? If you’ve counted at least one, you’re not alone. There are some 9 billion barely worn clothes in Americans’ closets, according to ThredUp.
“We’re just buying too much,” said Sucharita Kodali, retail analyst at Forrester. And we’re not always good at feedback.
There is also resale value in items that go viral. Take Lululemon’s Define Jacket, for example. Young people on TikTok call it the BBL jacket (which stands for Brazilian Butt Lift), and videos of women wearing it have over 5.5 million views.
“The top-selling brands on Poshmark aren’t very high-end, but they may have, for example, a type of collectible item,” Kodali said.
Forrester’s Kodali said covetousness has value. That’s why luxury bags, watches and jewelry are must-haves in this space. There is also value at the opposite end of the spectrum. Garage and Goodwill sales have been around for a long time – this is where Target Resale fits in.
“You know, I imagine in an inflationary environment it can be more profitable,” she said.
Profitable for people like Viviana Rivera, who is 30 and lives in San Diego. Everything she’s currently wearing is second-hand, except her slippers.
“I have a line. So I don’t shop [secondhand] for shoes; they should be like new. Underwear that I don’t buy, sportswear.
She added that she probably wouldn’t buy a used Lululemon sports bra. Even at a good price.
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