Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Dr. Martens is moving into the resale market with ReSouled, a programme that will see old boots refurbished before being sold online via Depop. It taps into the burgeoning demand for pre-loved apparel amid environmental concerns and a sense of fatigue with the quality of fast fashion.

Charity shops are having a renaissance with sustainably-minded and fast fashion-fatigued young consumers seeking an alternative shopping experience. So, what’s fuelling the charity shop boom? And what can retail brands learn from this decades-old practice of prosocial consumerism?

Following the pandemic, prices for luxury products are on the rise – and with people emphasizing eco, the demand for pre-owned luxury is booming. Yet, with a growing counterfeit market, consumers are looking to purchase authenticated items from their favorite luxury brand.

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?