“The bill adds up quickly.” they tested Pre-posed, Zara’s second-hand service

Listening to Audrey on the other end of the phone talking about her relationship with second-hand clothing, we get the feeling that this forty-year-old marketing manager has developed a penchant for second-hand clothing. Furthermore, its purchase mechanism created by platforms such as Videdressing, Vestiaire Collective or even Vinted, which has 23 million users in France (80 million worldwide). “It’s like a game, when I have a moment, I’m searching the app, looking for a product or a piece of clothing found in stores. If I manage to get the price I set for myself, I feel like I’m a winner on every level, financially and environmentally. It’s almost exciting.” Her holy grail, new or barely worn clothes for herself and her three children from affordable luxury brands such as Isabel Marant, Maje, Bonton and Bellerose, sold for a few euros.

This excitement evaporated when she tested Pre-Owned, Zara’s second-hand platform that had just arrived in France. “The products are well presented but it’s still fast fashion, I don’t really feel like I’m getting a good deal. And I think it’s a shame that we can’t negotiate when second hand that’s the crux of the matter.” Indeed, calculating trading margin for sellers is no longer a hassle. Here we give a fixed price that increases by one euro per transaction plus 5% of the price of each item and shipping costs. “The bill quickly becomes steep for the top price of €15, which increases to €20.70 once in the cart. We could get it for half the price at Vinted,” sums up Audrey.

“It’s a pity that we can’t negotiate, when second hand it’s the core of the issue. »

Audrey, Marketing Manager and previously owned user

Whether it lives up to good practice in China or not, the Inditex group giant is aiming to gain a foothold in this booming market in France after a first trial in the UK. Its growth is dizzying. according to the estimates of ThredUp, one of the largest American resale platforms, by 2027 the sale of used clothing should even exceed the sales of the big fast fashion brands and, above all, will generate up to 20% of revenues. luxury company (Bain & Company figures).

In this juicy market, Zara has an argument to break through. It is the most resold brand on used sites. There are more than 670,000 ads in the Spanish giant’s colors on second-hand sites, according to a study by discount deals site Savoo, reported by Women’s Wear Daily, making Zara the most popular brand on resale platforms. The brand also rules Depop (which offers the most Zara products with 439,696 products), eBay, Vestiaire Collective (although the platform recently committed to banning fast fashion by 2025) and Asos Marketplace. Obviously, the aim is to bring the brand’s fans back to its own sales site, which hosts a second-hand platform. Enough to encourage shopping. a pair of shoes or a new coat is now just a click away…

In the video, Marta Ortega, the gorgeous heiress who runs the Zara empire

“High Prices”

The sale procedure is simple and free. Like Vinted, you just need to take a photo of the pieces to resell (which must not be worn with another brand’s clothing), upload them to the resale platform, add a description and set a non-negotiable price. This point is also perhaps the argument that can remove some reluctance. “Reselling vintage Zara, I gave it once, but I wasn’t convinced. Because of the energy we invest in photos, writing ads, negotiating with buyers and deliveries, to end up with only two or three euros,” confides Charlotte, an employee of a children’s clothing store. Since then, he has preferred to donate his clothes to relatives or put them in special bins left by associations. But the thirty-year-old welcomes the arrival of the Zara platform. He hopes to earn a better income there. “The prices shown are a bit higher than other places, the pieces seem to be of good quality, it makes you want to sell and buy.” A direct upmarket effect of the movement Zara wants.

Mix codes

For several years, the Spanish giant has been trying to get rid of the fast fashion brand image that clings to it. Entrusting his campaigns to famous photographers such as Steven Meisel and Mario Sorrenti. Also opting for the visual aesthetic of a fashion magazine. And here it is, on its secondary platform, using fancy batch sales codes, such as the section of photos published on a white background. The repair service can also be used by everyone (for a fee). It’s enough to suggest that the brand intends to make room for sustainability and long-lasting products… Updating its collections up to eleven days.