Big fashion retailers are leaning further into secondhand clothing to drive fresh sales growth, score sustainability credentials, and generate brand buzz. According to Clara Hudson for The Wall Street Journal, the resale market is growing faster than conventional retail.

“A lot of this is about the customer, but it’s also good business sense,” said Sofia Måhlén, team lead of circular business models at H&M. Despite the momentum, the top-line impact remains modest: resold items accounted for just 0.8% of H&M’s total sales revenue in 2025.

Legacy brands face challenges in framing “preloved” efforts without triggering greenwashing accusations. Brands are primarily trying to capitalize on the vintage pop-up buzz, presenting the climate benefits of buying secondhand as an added bonus rather than the primary driver.