The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

Depop, the home of Gen Zers' second-hand fashion, has been bought by Etsy for more than a billion dollars. The move is a reflection of resale’s skyrocketing trajectory as pre-loved clothes are increasingly seen as the most covetable option across generations.

Raised on a digital diet, second-hand-savvy Gen Zers have changed the shopping landscape, and Depop influencers are at the heart of this shopping revolution: they’re bringing the currency of clout and cashing in by serving sustainable looks. How can brands get in on the action, too?

How can stores lure customers post-pandemic? What’s the future of pop-ups? And how is a sense of community driving shopping journeys? In this part of the 2021 Expert Outlook, we speak to three experts about people’s varied paths to purchase and the ways they connect to retailers.

Price is often highlighted as the main driver behind fashion choices. In spite of people’s desire to shop eco-friendly, there’s a high barrier to entry for most ethical brands. Is fashion resale a way to ensure greater eco access, or is the second-hand market causing more problems than it solves?