Driving Change: How Sustainable Fashion Brands Are Shaping Consumer Behavior

The Insights Behind the Sustainable Fashion Brands Ranking

In recent years, growing concern over the waste produced by the fashion industry has driven younger generations to prioritize sustainability in their purchase decisions. A key insight from Launchmetrics' report, “Reinventing Influence: The Gen Z Impact on Fashion Marketing,” highlights the importance of aligning with values that matter to them, with brands investing in cultivating a community around sustainability.

Second hand retailers are at the forefront of this movement, offering a compelling solution by giving garments a second life and reducing environmental impact. These businesses not only mitigate waste but also raise awareness about sustainable practices, resonating deeply with eco-conscious consumers.

The global market for resale apparel is set to expand rapidly, projected to increase by roughly 100 billion dollars by 2026. This growth underscores the escalating importance of the second-hand market in the fashion industry, positioning these brands to play a pivotal role as consumers increasingly embrace sustainable shopping habits. We have analyzed the performance of five retailers catering to diverse audiences with a shared commitment to sustainability. Our analysis uncovered four key insights driving performance during the first semester of the year:

• Gen Z is the main advocate for sustainability, and connecting with influencers who resonate with this demographic has been a key strategy. Influencer Anastasia Gerrans drove an impressive $2.5M Media Impact Value® (MIV®) for TheRealReal, while Lena Mahfouf generated $321K MIV for Vinted. Both influencers are among the top figures in 2023 for engaging with Gen Z, as highlighted in Launchmetrics’ report.
• YouTube has emerged as the most valuable platform in terms of efficiency, generating the highest MIV figures per placement for Depop ($17.2K), Etsy ($13.0K) and Poshmark ($8.9K). Influencers are the primary drivers of MIV on this channel. For example, LuLuisa garnered $1.2M MIV for Etsy from a single YouTube placement where she upcycled a pair of shorts into a handbag, blending educational and entertaining content.
• The growing involvement of celebrities in promoting second-hand retailers, highlights the increasing role circularity is playing in today’s society. Celebrities are a powerful ally in driving awareness and  this is especially effective when paired with the launch of innovative, personalized shopping solutions in global marketplaces. Etsy's introduction of Gift Mode™, an interactive hub designed to help shoppers find the perfect present, exemplifies this approach. By naming celebrity Drew Barrymore as their “Chief Gifting Officer,” the brand generated $262K MIV through her engaging promotions on Instagram and TikTok.

By leveraging the power of influential voices, the efficiency of particular channels, and promoting innovative shopping solutions, second hand retailers are not only enhancing their market presence but also fostering a sustainable lifestyle among like-minded consumers. Understanding the winning strategies for these businesses is imperative to position a brand at the forefront of this fast growing industry. Discover where your brand stands today and propel brand performance for the second half of the year.