With fashion trends shifting and evolving constantly and fast fashion on the rise, there is an increased concern about what to do with unworn clothes in order to protect the environment from growing harm.
Previous research has revealed some countries have a better record when it comes to recycling fashion items or ‘thrifty’ shopping. However, energy switching site SaveOnEnergy were keen to discover which fashion brands were possessing a similarly positive effect on the planet by being the most resold and therefore reused.
To find out, we conducted an analysis of millions of fashion listings on resale sites such as Depop, eBay, ASOS Marketplace, Etsy and Vestiaire Collective to discover which brand names were the most listed and, therefore, the most resold.
Our study analysed the number of listings for each major brand across different resale sites, finding that Nike was by far the most resold brand in the world, with a staggering 1,160,153 listings in total across Depop, eBay, ASOS Marketplace, Etsy and Vestiaire Collective. Of these, the highest proportion of listings came from Depop, where just under half of the listings were shared. The second highest proportion of listings were on eBay, with 354,467 overall.
Zara placed as the second most resold brand overall according to our global study, largely due to its extensive number of resale listings on Depop (648,685), which made just over half of the combined total listings for the brand across different platforms (1,033,809).
Topshop was revealed to be the third most resold brand of all, with 997,179 listings across different platforms, most of which could be found on Depop (777,374) or eBay (213,904). Other high-street names also featured among the 10 most resold brands include River Island and H&M.
Adidas placed as the fourth most resold brand in the world, with 611,919 listings across the different resale platforms combined. Of these, 199,589 were on Depop, 332,114 were on eBay, 10,259 on ASOS Marketplace, 53,589 on Etsy, and 16,368 on Vestiaire Collective.
Whilst fast-fashion retailers have faced huge amounts of criticism for their environmental impact, many of these often see their brand items resold online, increasing the longevity of their products as a result. For example, PrettyLittleThing ranked as one of the most resold brands in the world, with 502,510 total listings across the platforms studied. As did Boohoo and Missguided, both of which ranked among the 20 most resold fashion brands in the world according to our research.
The high-end brand Gucci also placed among the most resold brands overall, with 345,109 total listings across different platforms, ranking as the 12th most resold fashion brand overall.
On the luxury resale platform Vestiaire Collective, the most resold brand was revealed to be Gucci, with a grand total of 163,810 listings on the site. Interestingly, whilst Gucci was the most resold brand on Vestiaire Collective, it was the 12th most resold brand overall, with 345,109 listings across all platforms studied.
Louis Vuitton ranked as the second most resold brand on the luxury resale platform, with a total of 125,361 listings on Vestiaire Collective, and 172,571 overall across all platforms studied. This means that only 47,210 listings of Louis Vuitton were on other platforms - 26,471 of which were on eBay and 20,371 on Etsy.
High-end brands such as Prada, Chanel, Burberry, Dolce & Gabbana, and Hermes all followed respectively, ranking among the most resold brands on the platform. Zara, despite being somewhat inexpensive compared to the other brands on the list, also featured among the platform’s most resold with 54,219 listings on Vestiaire Collective.
Lastly, rounding off the top 10 is Valentino, with 51,562 listings on Vestiaire Collective in total.
On Depop, Topshop was the most resold brand of all, with a total of 777,374 listings on the platform. This trend was similar overall, too, since Topshop was the second most resold brand across all platforms combined, with over 997,000 listings across the five resale platforms studied.
Nike ranked as the second most resold brand on Depop, with 653,586 listings on the platform in total. Overall, Nike was the most resold brand across platforms and ranked as one of the most resold on each resale platform individually.
Fast-fashion brands such as PrettyLittleThing, Boohoo and Missguided all featured among the most resold brands on Depop. Our analysis can reveal there were 445,821 Depop listings in total for PrettyLittleThing, 343,251 for Boohoo, and 282,614 for Missguided, placing them all among the 10 most resold brands on the platform.
When it came to eBay, our research found the most resold brand to be Nike, once again, with 354,467 listings in total on the site.
However, with just under 5,000 fewer listings, Ralph Lauren was a close second on eBay, which is popularly used to resell items. Ralph Lauren, which was the ninth most resold brand across the platforms combined, featured in 349,978 listings on eBay alone.
Popular high-street retail brand H&M placed as the third most resold brand on eBay, with an impressive total of 348,648 resale listings on the platform.
Compared to other resale platforms, ASOS Marketplace typically had fewer resale listings. However, this didn’t stop 12,213 previously owned Nike items from being listed on the platform, which was the highest number from any brand on the site.
Adidas followed shortly behind, with 10,259 ASOS Marketplace listings of Adidas branded items, making it the second most resold brand on the resale platform.
Interestingly, the vast majority of the most resold brands on ASOS Marketplace were sports brands, such as Umbro, Champion, Puma, Reebok and Fila, which sat among the top 10 most resold brands on the marketplace.
Once again, Nike placed as the most resold brand - this time on Etsy with 114,750 listings in total on the popular platform.
Interestingly, Off-White also featured for the first time, with 100,106 Etsy listings, making the brand the second most resold on Etsy.
Sports brands were also commonly sold on this platform, such as Champion, Jordan and Adidas, all of which had listings totalling 84,140, 70,012 and 53,589, respectively, making them the third, fourth and fifth most resold on the Etsy platform.
SaveOnEnergy.com/uk trawled through previous reports to collate a list of the world’s biggest fashion brands.
Following this, 60 of the most popular fashion brands were investigated.
They then went to five of the most popular online resell platforms: Depop, eBay, ASOS marketplace, Etsy and Vestiaire Collective. These five reselling platforms were picked due to overall popularity and the different ranges in clothing style – from sportswear to luxury clothing.
Each brand’s total listings were analysed, noted down and then added together, allowing the team to rank which brand is the most resold.
The data was collected from 04/06/21 to 07/06/21 and is subject to change.