Sales Advisor

Big fashion brands try on A new trend: selling secondhand clothes. Leading fashion brands are increasingly selling secondhand clothes, marking a shift toward sustainability and new revenue streams. Discover more Fashion & Style Up next. Published on 03 August 2026 Several top fashion brands are launching secondhand clothing lines as part of their sustainability efforts. This move aims to tap into the growing resale market, though details on implementation vary. The development signals a significant change in retail strategies and consumer engagement. Several leading fashion brands, including Gucci, Levi's, and H&M, have announced plans to sell secondhand clothes through dedicated platforms or partnerships. This marks a significant shift in retail strategies, as brands respond to consumer demand for sustainable options and the booming resale market. The move is confirmed by official statements and recent product launches, signaling a new era in fashion retail. Major brands are expanding into the secondhand clothing sector, with initiatives including online resale platforms, collaborations with resale startups, and in-store consignment programs. For example, Gucci launched a secondhand marketplace called 'Gucci Vault' in partnership with resale platforms, while Levi's introduced a vintage resale section on its website. H&M announced a pilot program for selling pre-owned garments in select stores. These efforts are driven by consumer interest in sustainability, affordability, and circular fashion, and are seen as a strategic response to the growth of resale markets, which are expected to reach $77 billion globally by 2025, according to industry analysts. Executives from these brands have publicly emphasized that secondhand sales are part of their broader sustainability commitments and brand innovation strategies. However, details about the scale, pricing, and long-term plans remain varied and are still being developed, with some companies clarifying that secondhand offerings will complement, not replace, new product lines. At a glance report When: ongoing, with several brands announcing... The development Major fashion brands are now launching or expanding secondhand clothing sales, reflecting a strategic shift toward sustainability and new revenue models. Impact of secondhand sales on brand strategies. This development indicates a fundamental change in how major fashion brands approach retail and sustainability. By entering the secondhand market, brands can reduce waste, appeal to environmentally conscious consumers, and open new revenue streams. It also signals a shift in consumer expectations, with more shoppers valuing circular fashion options. However, the success of these initiatives could influence industry standards and competition, potentially accelerating the adoption of resale practices across the sector. As an affiliate, Beyond the Peel earn on qualifying purchases. Rise of resale market influences major brands. The resale market has experienced rapid growth over the past few years, driven by increasing consumer awareness of environmental issues and the popularity of vintage and pre-owned clothing. Industry reports estimate the resale sector will reach $77 billion globally by 2025, up from $36 billion in 2021. Major brands are now responding to this trend, with some launching their own resale platforms or collaborating with existing ones. This shift aligns with broader sustainability goals and changing consumer habits, especially among younger shoppers who prioritize eco-friendly options. Previously, most brands focused solely on new product lines, but recent years have seen a strategic pivot towards circular fashion initiatives. "Our secondhand platform is designed to extend the lifecycle of our products and engage a new generation of consumers." - Marco Bizzarri, Gucci CEO vintage Levi's jeans. As an affiliate, Beyond the Peel earn on qualifying purchases. Long-Term impact and consumer reception. It is still unclear how successfully these resale initiatives will integrate with brands' core business models over the long term. Consumer acceptance, pricing strategies, and logistical challenges such as authentication and quality control remain areas of ongoing development. Additionally, the competitive landscape and regulatory considerations in different markets could influence the future scope of these programs. pre-owned Gucci bags. As an affiliate, Beyond the Peel earn on qualifying purchases. Upcoming strategies and market expansion plans. Brands are expected to expand their secondhand offerings, with more collaborations and dedicated platforms launching throughout 2024. Industry analysts anticipate that resale will become a standard component of major fashion brands' portfolios, influencing broader retail practices. Monitoring consumer response and operational challenges will be key to assessing the long-term success of these initiatives. As an affiliate, Beyond the Peel earn on qualifying purchases. Key questions. Why are major fashion brands now selling secondhand clothes? They aim to meet increasing consumer demand for sustainable and affordable fashion options, reduce waste, and tap into the rapidly growing resale market, which is projected to reach $77 billion globally by 2025. How are brands implementing secondhand sales? Many are launching dedicated resale platforms, collaborating with existing resale startups, or creating in-store consignment programs, often emphasizing sustainability and brand heritage. Will secondhand sales replace traditional new product lines? Most brands state that resale will complement their existing offerings, not replace new product lines, but the long-term balance remains to be seen. What challenges do brands face in selling secondhand clothes? Challenges include ensuring product authenticity, maintaining quality, managing logistics, and setting appropriate pricing strategies. Consumer trust and operational scalability are also key concerns. What does this trend mean for the fashion industry? It signals a shift toward circular fashion practices, greater sustainability focus, and new revenue opportunities, potentially reshaping retail strategies across the sector. Wellness content on this site is informational and not a substitute for professional medical guidance.

AI is becoming your new shopping assistant. Reliance Retail has launched an AI-powered shopping assistant in Yousta and Trends stores, helping customers get personalised fashion recommendations through a QR code scan. Artificial Intelligence (AI) is slowly changing the way people shop for clothes. Earlier, customers depended on sales staff for help with colours, sizes, matching outfits and fashion advice. Today, AI can provide similar suggestions within seconds. Reliance Retail has introduced an AI-powered shopping assistant for its youth fashion brand Yousta and also for Trends stores. In February 2026, the company launched a pilot programme called Smart Discovery. The aim is to combine the convenience of online shopping with the experience of visiting a physical store. Customers can scan a QR code inside the store using their smartphones to access the AI assistant. It can suggest clothes based on a customer's style, recommend complete outfits, help find products available in the store and even search items that are not displayed on the shelves. The system also learns from customer preferences to give better recommendations over time. Technology has been part of Yousta stores since the brand was launched in 2023. Many stores already have QR-enabled information screens, self-checkout counters, free Wi-Fi and mobile charging stations to make shopping quicker and easier, especially for young customers. Globally, brands such as Zara, H&M, Uniqlo and Nike have already introduced smart mirrors, virtual fitting rooms and AI-based recommendation systems. However, Reliance Retail's Smart Discovery is among the first large-scale efforts in India to bring AI-powered personalised shopping advice into physical fashion stores through a QR-code system. Experts believe AI will support store staff rather than replace them, as many customers still prefer speaking to a salesperson for important purchases like weddings and festivals. In the future, shoppers may receive instant styling tips, size recommendations and product information on their phones while shopping. At the Reliance Industries AGM in June 2026, Chairman Mukesh Ambani said the company is entering a "Deeptech Intelligence Era", where AI will play a much bigger role across retail operations. As AI continues to grow, it is expected to become a common part of the shopping experience in clothing stores.

H&M to open 30th South African store at Paarl Mall, signalling retail demand in secondary markets. H&M's expansion into Paarl Mall marks its 30th South African store and signals growing retail confidence in secondary markets. For franchise buyers and property developers, this points to opportunities in mall-based retail and the potential for anchor tenants to drive foot traffic. Quick take * H&M stories should be treated as decision prompts, not proof that an opportunity is right for every buyer. * Check the source date, commercial context and assumptions before acting on this retail signal. Franchise King articles are editorial information and AI-assisted franchise intelligence, not professional advice. Use them as a starting point for your own due diligence. H&M is opening its 30th South African store at Paarl Mall on 31 October 2026, according to a report published on 30 July 2026. The move extends the Swedish fast-fashion retailer's presence into the Cape Winelands, a secondary retail market outside Cape Town. Franchise King is watching this signal because it reflects a broader trend: major international retailers are increasingly targeting secondary South African markets. For franchise buyers and property developers, this points to opportunities in mall-based retail and the potential for anchor tenants to drive foot traffic. Why franchise King is watching this. H&M's expansion into Paarl Mall is not just a store opening. It is a signal that retail demand is strong enough in secondary markets to attract a global brand with more than a decade of South African experience. The Cape Winelands area, known for tourism and wine production, is seeing growing consumer spending, making it attractive for retailers. For franchise buyers, this suggests that malls in secondary markets may be viable locations for franchise concepts, especially those that complement anchor tenants like H&M. Property developers should note that securing a strong anchor tenant can significantly boost a mall's appeal and foot traffic. Buyer impact. Franchise buyers considering mall-based retail should watch for opportunities in secondary markets where anchor tenants like H&M are expanding. These locations may offer lower rental costs compared to primary malls in Johannesburg or Cape Town, while still benefiting from strong foot traffic driven by the anchor. However, buyers should also assess the local competitive landscape. The Cape Winelands already has established retail options, and new entrants may face pressure from existing brands. Funding readiness is critical, as mall leases often require significant capital outlay for fit-outs and stock. Franchisor impact. For franchisors, H&M's move signals that secondary markets are becoming more attractive for retail expansion. This could open up new franchise territories in areas like the Cape Winelands, where consumer demand is growing but competition may be less intense than in primary markets. Franchisors should also consider the potential for co-location with anchor tenants. Being in the same mall as a high-traffic brand like H&M can increase visibility and sales for franchise concepts, particularly in fashion, accessories, or food and beverage. What to watch. * Whether other international retailers follow H&M into secondary markets in the Western Cape and beyond. * The impact of the new store on existing retail tenants at Paarl Mall and nearby shopping centres. * Any changes in rental rates or lease terms at Paarl Mall following the anchor tenant announcement. * The performance of H&M's other South African stores as a benchmark for secondary market viability. Questions buyers should ask. * What is the foot traffic profile of Paarl Mall, and how will H&M's opening affect it? * Are there franchise opportunities in the Cape Winelands that align with the mall's tenant mix? * What are the lease terms and rental costs for retail space at Paarl Mall compared to primary market malls? * How does the local consumer base in the Cape Winelands compare to other regions where similar franchise concepts have succeeded? Franchise King take. H&M's 30th store is a vote of confidence in South Africa's secondary retail markets. For franchise buyers, the lesson is clear: don't overlook malls in smaller towns. The combination of lower rents and strong anchor-driven foot traffic can be a winning formula, provided the local consumer base is solid. Property developers should take note: securing a global anchor tenant is a powerful way to de-risk a mall project. However, the competitive landscape in the Cape Winelands is not empty, and new entrants will need to differentiate themselves. This signal reinforces the importance of site selection and local market analysis in franchise decision-making. Why it matters. This matters because h&m signals can affect how buyers judge capital requirements, operator support, timing and risk before they shortlist a franchise opportunity. Who is affected. Franchise buyers Franchisors Opportunity and risk. Medium attention required. This rating is editorial guidance for further investigation, not financial advice. Related sectors. H&M Paarl Mall Western Cape Use this article as a starting point for your own due diligence. Franchise King content is editorial and AI-assisted; it is not professional advice or a guarantee of accuracy, outcome or suitability. Read the full disclaimer and AI content policy.