Background
One of the well-sought values of influencers is that they promote sustainability. Particularly sustainability in the beauty and fashion world, following the current boom in thrift culture and sustainable shopping. However, the recent spark in interest is fuelled more by people's desire to wear fashionable clothing than it is to help the environment.
Thrifted clothing fills the same need as trendy clothing. The goal of this campaign is to target the lack of awareness about the impact of the fashion industry. Also, to create awareness around how the second-hand clothing industry needs to function well to promote greener consumption within the industry.
As a proud second-hand store owner, I take great pride in being a member of this incredible network of like-minded people who value sustainability and supporting small business endeavours with a unique personal connection.
why reapeat?
Consumers' perceptions of clothing value influences their purchases. An example of these perceptions is the perception that second-hand clothes are poor quality, or unhygienic. Second-hand clothes become abject to many consumers by crossing a psychological boundary between new and pre-owned.
These perceptions collectively form a stigma around second-hand clothing.
I conducted a survey to determine consumers' beliefs about second-hand clothing. Out of the 60 participants, when asked how the idea of wearing second-hand clothing makes them feel. The majority have a positive outlook. 5.5 % feel uncomfortable, and 14,5% indicated they feel comfortable if the item is clean.
This is a perfect example on the stigma.
Due to social values, consumers are more likely to conform to a buying pattern that fits their social needs. It ultimately outweighs their consideration of the value of a product in terms of sustainability, durability, and environmental impact.
Another huge challenge that the second-hand industry faces if the fast fashion mentality. The fast fashion mentality is when people dispose of clothing items after wearing them minimally.
The fashion industry needs to focus more on using sustainable materials, lengthening products' life spans and finding ways to dispose of their products more sustainably and adequately. There is also a tremendous lack of awareness regarding sustainable matters. The survey that I conducted indicated that 38.6% - 43,9% state that they do not find this industry accessible enough.
Digging into it
so, why thrift?
We need to see thrifted clothing in a different light.
The destigmatisation, understanding of the environmental impact, and the benefit that the thrift industry has,
have to become common knowledge.
These issues can be challenged by:
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shopping second-hand
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supporting local vendors
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spreading a positive message about second-hand clothing.
The key is to shop intentionally.
The intention is for habits to be motivated by sustainability rather than trends and fads that come at a cost. Do not let stigmas and the value placed on high-end brands determine what you purchase.
"We cannot solve our problems with the same thinking we used to create them." – Albert Einstein.
How and where to thrift
There are many different ways to make second-hand a part of your lifestyle whether you prefer going to a physical store or shopping online.
1. The instagram based thrift community
There is a huge Instagram-based thrifting community of vendors trading every style and niche imaginable. The ability to create a free Instagram page, post clothing items and arrange sales with your clients over Dm's has made it possible for anyone to become a vendor.
These vendors usually send their items locally through courier businesses such as Courier Guy or Pep Paxi. Sellers and buyers can communicate their needs and preference directly. It is as simple as commenting on an item you would like to purchase or sending the buyer a DM asking about the availability. To find these pages, you can search for "thrift", "second-hand", or any other thrift jargon such as "hidden gems" or "closet finds" in the search bar on Instagram. This will provide you with some potential options for thrift stores. It is always nice to search for vendors in your area with the extra convenience of picking up your items free of charge.
This is where the rabbit hole of thrift pages begins. Due to these vendors being such a connected group of business owners, you will slowly start to connect and come across similar pages. You can always go through the followers' list of one of these thrift pages to find more similar pages.
2. Online sites - Yaga, FB market place
Yaga is an online platform and app that allows users to buy and sell second-hand items. This is a very convenient way of selling clothes you no longer wear. Buyers pay the site directly by card, and as a vendor, you will be notified that a purchase was made. The purchasing process includes the shipping options that you make available, and they add the shipping information needed. After which, you have 5 days to send a parcel out and only upon collection does the money clear into your Yaga account. This is called the "wallet" and can be transferred to your bank account or function as credit on the app.
As a buyer, Yaga makes it a step easier to find what you are looking for with their search function. You can also follow stores that you like and search via brand. This is super convenient and increases the chances of your items being sold. Yaga has a special section of all your likes in case you need some time to consider. You can find Yaga by going to their website or downloading the Yaga app.
3. WhatsApp and FB groups
Another very personalised and straightforward way to buy and sell second-hand clothing is by joining a WhatsApp or Facebook group centred on sales. These groups can benefit the time-saver because these platforms are simple to use. You will often be in a group with people you know or are in your area. This takes much of the pressure off of taking perfect images for people buying your items. People are also often up for swapping or negotiations. On Facebook, it is as simple as searching for second-hand groups or pages near you and submitting a request to join them. If you are unaware of any of these WhatsApp groups circulating within your community, why not start one!
4. Markets
Going to markets is undoubtedly the most exciting way to get a hold of some second-hand gems. You will often find great hand-made sustainable clothes stalls at typical farmers' markets, which is a massive win for the fashion world. But second-hand stalls are becoming more prominent and more accessible. Thrift markets are unique; many happen monthly in Cape Town and Johannesburg.
5. Permanent Vendors and charity stores
As easy as it is to go shopping from store to store, it can be second-hand. Many stores around that function during regular store hours; click below to find a store in the Cape Town City Centre.
