The retail scenario in India is slowly changing, with a growing number of young customers embracing second-hand buying as a fashion trend. Thrifting, earlier regarded as a niche or even a taboo, is gaining rapid popularity among Generation Zs (born between 1997 and 2012), bringing a major shift in consumption habits and the fashion world.
This trend has picked up a lot of momentum around the world, including India, especially in cities like Mumbai, Delhi, and Bengaluru. Flea markets like Sarojini Nagar and Janpath in Delhi and Mangaldas and Andheri in Mumbai are some of the most liked second-hand markets in India by the young. Thrift stores, carrying an incredible range of second-hand clothing, accessories, and home décor, have considerably pushed themselves to have a prominent online and offline presence. Social media have fuelled the trend, Instagram being the hub for curated thrift shops and pop-up sales. Items are usually of good quality, but they're also cheaper than the fast-fashion circuit at the same time.
“It lets me play with my style without breaking the bank,” says Aditi Sharma, 22, pursuing her education in Delhi. “I have gotten some really vintage pieces that are so unique, and I feel I am contributing to something bigger by buying second-hand,” she says.
According to the 2023 Resale Report of ThredUp, second-hand fashion is poised to overtake traditional retail by as much as 11 times by 2028. This shift is mainly because of its positive acceptance by Gen Z shoppers as they see thrift shopping as a new way of staying fashionable, saving money, and adding sustainability benefits to their lives.
According to the Deloitte Global 2023 Gen Z and Millennial Survey, over 60 per cent of the Gen Z respondents are concerned with climate change, and most say that sustainability plays a big role in their purchasing decisions. Thrifting is one way these young consumers are contributing towards waste minimisation and building a circular fashion economy, wherein clothes are reused rather than trashed.
“I like the fact that my purchase isn’t contributing towards more waste. It is also about making fashion more circular,” feels Anjali Rao, a 20-year-old from Bengaluru. “If someone else doesn't want something, why not give it a second life instead of throwing it away? It feels more responsible,” she adds.
More Fashionable With A Personal Touch
Besides the savings and reduced pressure on the environment, thrifting gives quality that the mass-produced fast fashion can't - personality. In an era where fast fashion churns out carbon copies of style, many Gen Z consumers are scouring thrift stores for unique pieces that say something different about their individual styles.
As Priyansh Joshi, a 23-year-old digital marketing professional from Mumbai, puts it, “I always found it boring wearing what everybody else was wearing. Thrifted clothes have more character. There's something unique and vintage that you might find in thrift stores that would never be seen used by everyone else. And the prices aren't a bad thing either.”
According to the PwC Global Consumer Insights Survey, 2023, over half of Gen Z shoppers prefer acquiring distinctive second-hand purchases instead of buying into mass-market trends. This uniqueness, coupled with the need to save money, is the heart of the rising trend of thrift fashion worldwide.
Platforms and Social Media Driving the Movement
E-commerce in India is booming, and so are the thrift stores, which have found a strong footing. Instagram thrift stores and other local resale platforms make buying second-hand products easy for Gen Z shoppers, making thrifting less cumbersome and more attractive.
As more digital thrift stores and online social media bring thrifting within easy reach and nearly socially acceptable, it introduces unique fashion items to young consumers who can buy them from the comfort of their homes.
Economic and Social Impact
Thrifting is fast emerging as a way of life, symbolising a cultural movement. For many young Indians, it is more about shifting gears from the conspicuous consumption of yesterday to a more thoughtful approach towards fashion and shopping. At a time when economic inequality has continued to be an issue in this country, thrifting gives high-quality fashion to a much wider segment of the population.
Thrifting is here to stay with Gen Z, who continues redefining how Indians shop. This subculture is turning mainstream because the movement signals a bright future of style and sustainability.
