In this op-ed, designer and LCI Melbourne’s business and fashion industry expert Natasa Pitra-Grbic shares how resale is shaking up Australia's fashion industry.
Thrifting has surged in popularity across Australia, transforming from a niche practice into a mainstream movement. This shift is driven by several factors, including environmental concerns, economic pressures, and changing consumer attitudes toward fashion. As thrifting reshapes the industry, fashion brands and retailers must adapt to remain relevant.
With growing awareness of the environmental impact of fast fashion – including high carbon emissions and textile waste –consumers are embracing thrift shopping as a sustainable alternative, extending the lifespan of garments and reducing landfill waste. At the same time, rising living costs have made affordability a priority, with thrift stores offering budget-conscious shoppers access to quality fashion at lower prices.
Beyond practicality, younger generations – particularly Gen Z – are drawn to thrifting for its individuality and exclusivity, favouring one-of-a-kind pieces over mass-produced fast fashion. Additionally, digital platforms such as Instagram and Depop have transformed second-hand shopping, making it more accessible and trendier.
The rise of online thrift stores, curated by influencers and entrepreneurs, has further fuelled the movement, solidifying resale fashion as a dominant force in the industry.
Thrifting’s rise is significantly impacting the fashion industry, reshaping consumer behaviour and putting pressure on traditional retail models. With second-hand shopping gaining traction, thrift stores and resale platforms are competing directly with mainstream fashion retailers.
A study by second-hand outlet Reluv found that 72 per cent of Australians purchased a second-hand item in the past year, with 52 per cent buying from op-shops and 33 per cent using online platforms, highlighting the shift toward more sustainable shopping habits. This is forcing fast fashion brands to reconsider their production methods, as consumers increasingly demand higher-quality, eco-conscious alternatives.
As a response to changing preferences, many brands are integrating circular fashion initiatives, with larger companies like Patagonia and Levi’s launching second-hand programs that allow customers to trade in old items for resale. In addition, local designers like Fernanda Covarrubias are upcycling garments as a part of their business model and service for customers. This evolution signals a shift toward a more responsible and sustainable future for fashion, where longevity and ethical production become key drivers of industry success.
So, what does this mean for our Australian Fashion brands? The rise of thrifting is pushing brands to rethink their business models, shifting focus from mass production to sustainable and service-driven strategies. Embracing eco-friendly materials, ethical manufacturing, and waste reduction is no longer optional – it’s essential to gaining consumer trust and long-term relevance.
Resale models are becoming a core part of retail, with brands integrating second-hand sections both in-store and online or partnering with established resale platforms to keep their products in circulation. Digital transformation is also key, as social media and thrift influencers drive engagement and reshape shopping habits, creating opportunities for brands to curate digital thrift collections.
Instead of relying on trend-driven mass production, brands can tap into the demand for exclusivity by offering limited-edition and vintage-inspired collections that align with the thrift-conscious mindset. Moreover, education and transparency around sustainability will solidify brands as leaders in the evolving fashion industry, ensuring they remain relevant in a market increasingly driven by ethical consumption and resale culture.
Thrifting is no longer just a trend – it’s a movement reshaping the Australian fashion industry. Brands that adapt to this shift by embracing sustainability, resale models, and digital thrift platforms will remain competitive in an evolving market. As consumer priorities continue to evolve, fashion retailers and businesses must innovate to align with the growing demand for ethical and affordable fashion.