Australian-born, global fashion brand Cotton On has teamed up with eBay Australia to deliver its own resale initiative, with the project supported by Seamless and The Volte.
Launching with Cotton On women’s apparel, customers shopping via the brand’s Australian website will be able to opt in when adding products to their cart, allowing them to prepare a future eBay listing for their purchase automatically.
Once they’ve finished using their item, the listing is ready to finalise – complete with images, product information, and suggested pricing thanks to The Volte’s ‘Seamlist’ technology.
The customer needs to add a current photo and description of the item’s condition, and it can then be listed.
This collaboration comes amid a growing trend towards resale, with other brands launching similar initiatives. Earlier this year, Lorna Jane launched its own dedicated resale platform via its website. Fashion brand Spell also has a resale platform on its website.
According to American thrift retailer ThredUp’s 2024 Resale Report, Gen Z is two times more likely to resell their clothes compared to previous generations, with the number one reason people resell apparel being to make extra money.
Cotton On women's brand director Michelle Pacey said the partnership with eBay is all about meeting customers where they are at.
“At Cotton On, we’re seeing our Gen Z customer already thriving in the resale marketplace,” Pacey said. “‘Financial literacy’ has become aspirational, stylish and shareable, thanks to platforms like TikTok. This generation doesn’t want to choose between saving money and living well – they want both.”
Locally, Australians are embracing resale at a record pace. According to Seamless’s 2024 National Clothing Benchmark for Australia, clothing reuse rose by 10 per cent in 2024, equating to 650 million items nationwide.
Meanwhile, eBay’s data shows that globally, the top reasons consumers buy pre-loved items include saving money (62 per cent), sustainability (26 per cent), and access to unique or unavailable items (25 per cent).
“We believe the future of circular fashion is collaborative, and this partnership with Cotton On really brings that to life,” eBay Australia fashion lead Anne-Marie Cheney said. “It shows that when brands and marketplaces join forces, we can make a real difference.
“Together, we’re giving Cotton On customers an easy way to resell their pre-loved items, tapping into a global platform where a dress is sold every 60 seconds to help keep great clothes in circulation for longer.”
The partnership was brought together by Seamless, Australia’s national clothing stewardship scheme, as part of its efforts to accelerate the country’s transition to a circular clothing economy by 2030.
Pacey said that alongside delivering to customer needs, the partnership also forms part of the brand’s sustainability strategy.
“We are all on a learning journey in the fashion industry when it comes to circularity, and each partner brings different expertise to the table,” she said. “By working together, we can test, learn and scale circular initiatives that extend the life of the materials and garments we make.”