The data: Secondhand apparel shopping is becoming mainstream in the US, UK, and other European markets, according to a recent Bain report.

• More than 2 in 5 US consumers (42%) made at least one secondhand purchase of clothing or accessories in the past year.
• Adoption is slightly higher in the UK and France, where 48% and 45% of consumers, respectively, bought preowned apparel or accessories in the previous 12 months.

Behind the numbers: Interest in resale is growing due to environmental and economic concerns, but adoption is significantly higher among younger consumers, possibly reflecting differences in purchase considerations and buying power. In both the US and Europe, Gen Zers are the most enthusiastic buyers of secondhand apparel, followed by millennials, with Gen X and boomers trailing behind. At the same time, Bain’s survey points to healthy demand across income levels, showing that the segment’s appeal is not limited to cash-strapped shoppers.

However, where those consumers prefer to make their secondhand purchases varies significantly by geography.

• US consumers overwhelmingly prefer physical retail, with 78% of secondhand shoppers making a purchase in a store, compared with 46% on an online resale platform.
• The situation is flipped in Europe, where 72% have used an online resale platform like Vinted or Depop, while 45% bought secondhand items in person.

Implications for retail: Consumers’ affinity for resale is both a dilemma and opportunity for brands. On the one hand, shoppers’ growing tendency to buy secondhand could reduce full-price sales and challenge companies’ ability to forecast demand. On the other hand, brands can take advantage of the trend themselves by launching their own resale initiatives—either in-store, online, or both.

Companies could also take a page from H&M’s and Reformation’s playbook and offer a curated, multibrand selection of preowned items to capture secondhand spending and increase interest in their own offerings.