Nike listed top on resale fashion’s role in sustainability and circular economy

  • Nurnahar Akter Tania

The global secondhand apparel market is projected to double in size by 2030, driven by consumer demand for affordable branded goods

A recent study by Chummy Tees has revealed that Nike is the most frequently resold clothing brand on online marketplaces. This finding underscores the growing popularity of resale fashion and the long-term appeal of Nike's iconic products.

Joining Nike in the top five most listed brands are Ralph Lauren, Levi's, Zara, and Victoria's Secret. This trend indicates a shift in consumer behavior, with more people opting for sustainable fashion choices and seeking out pre-loved items.

Nike listed tops on resale fashion’s role in sustainability and circular economy
Figure: Nike's listings on eBay and Depop are 893,000 and 219,000 respectively. Courtesy: Ecotextile

Nike's listings on eBay and Depop are 893,000 and 219,000 respectively, while Ralph Lauren has a combined total of nearly 1.03 million listings, with the majority on eBay Levi's, in third place, shows a stronger preference among eBay users with over 572,000 listings compared to 74,000 on Depop. (Source: investing.com)

Additionally, the Lingerie brand Victoria’s Secret takes fifth place with over 452,000 listings. Its 16,700 products on Depop reveal a declining popularity among younger shoppers, compared to the 435,000 on eBay. Adidas, J. Crew, Topshop, H&M, and Free People rank sixth through tenth.

Josh Neuman, founder of T-shirt brand Chummy Tees commented on the findings that, “Our research reveals the most popular brands to sell online, with fascinating differences in popularity between eBay and Depop. While Nike ranked highest, Zara is surprisingly the most-listed on Depop, which is popular among Gen Z and Gen Alpha.

"The data also reveals that brown, beige, and multicolored clothing is easiest for sellers to shift. These findings offer insight into the most popular items to sell online in 2024 when side hustles are becoming increasingly popular in the face of spiraling living costs.”

The rise of resale platforms has provided a convenient and eco-friendly way for consumers to buy and sell clothing. By extending the lifespan of garments, resale reduces the demand for new production and minimizes the environmental impact of the fashion industry.

Nike's position as a top-resold brand showcases its enduring value and popularity in both primary and secondary markets.

Notably, brands like Nike are well-positioned to capitalize on this growing trend. By embracing sustainability and encouraging resale, brands can not only reduce their environmental footprint but also build stronger connections with consumers.

Also, reselling clothes promotes circular fashion, reducing waste extending the lifecycle of garments, and reducing the need for new production, thereby lowering resource consumption and carbon emissions.