Pre-loved is quickly becoming the latest trend.
With Brits sending an estimated £140 million worth of clothing to landfill every year, it’s no surprise that ‘recyclable’ fashion is paving the way towards a more sustainable approach.
The UK rental market value alone is expected to reach £2.3 billion by 2029, a stark increase compared to the estimated £400 million in 2019. And thanks to the rise of pre-loved fashion, designer pieces are no longer reserved just for the rich and famous.
Some people were ahead of the game, however.
Christine Timms, owner of The Wardrobe Shop in Welford-on- Avon, has been trading in the village for seven years, and in that time has seen a significant increase in the demand for sustainable, high-end fashion. “More and more people are realising that you can invest in amazing quality individual clothing that lasts a lot longer than throwaway cheaper high street brands. It’s better on your pocket and it’s great for sustainability,” says Christine.
The times certainly are a-changing.
“We have experienced a surge in customers and suppliers recently, as the cost of living has risen, combined with a shift of attitude towards pre-owned clothing,” she explains. “Rather than trawling through charity shops for the best items, customers have access to premier labels at realistic prices.”
Attitude
Fashion isn’t just for the young of course, and Christine’s clients come from a broad demographic, from yummy mummies to more mature ladies.
They are all looking for something different, and for different reasons: from stylish but practical everyday wear to clothes, shoes, handbags and other accessories for that special occasion.
And with Christine’s experience in the industry, they can be assured of a helping hand.
“I have been selling pre-loved designer clothes for 40 years, and started my first dress agency in Birmingham in 1983. Since then, there has been a massive change of attitude towards second-hand clothing, and the demand now is phenomenal. The sector has overtaken fast fashion in the last couple of years, something I wouldn’t have predicted when I started selling pre-loved clothes at the age of 20.”
Even the reality TV programme Love Island ditched its fast fashion brand a while ago, and has now shifted to promoting pre-loved labels. There has also been a massive increase in internet searches for second-hand clothing, as people now look to switch to an eco-friendlier form of fashion.
Concept
Christine’s concept works particularly well, as she is very selective about the stock she accepts for sale, concentrating on the best labels and on items in new or almost-new condition.
In September, Christine will be taking in Autumn/Winter stock, and she only accepts current-season clothing from those looking to sell, for whatever reason: wrong size, wrong style, or just something they may have fallen out of love with, or realised simply didn’t suit them. Many items are unworn, with the original RRP tags still on, yet selling for a fraction of that cost.
“We have over 1000 registered sellers on our books, and many of those clients have also now become buyers,” Christine says. “Labels that we regularly stock include Chanel, Armani, Yves St Laurent, Jimmy Choo and Annette Goetz, alongside some of the higher-quality high street brands such as White Company, Mint Velvet, Jigsaw and Whistles.
“Fashion isn’t just for the young”
The Wardrobe – find them on Facebook for the latest information, including online sales – is located in a quirky 200-year-old building which was the original village Post Office for many years, but is now a labyrinth of rooms full of tempting treats. Many customers travel miles to visit the shop, and to have coffee or lunch next door at The Bell, a frequent winner of the Warwickshire Dining Pub of the Year award.
“It also works perfectly as a husband crèche if they don’t fall into the fashion-adviser category when you’re out shopping!” Christine recommends.
Mark Hamilton