More than 50% of UK consumers have shopped at a fast fashion brand in the past year. While it can feel like you’re bagging a bargain, this production model comes at a huge environmental cost.
Gen Z are often accused of being the biggest fast fashion enthusiasts. Yet older generations seem to like cheap clothes consumption almost as much. Shopping preloved is one way to counter our throwaway clothing culture. But this means promoting that second-hand isn’t second-best.
Fashion psychology tells us that shopping behaviour varies. So, do thrifty habits appeal to young and old alike?
Who is buying all these clothes?
There’s no denying that Gen Z seem to like easy-to-buy, cheap clothes: 72% of college students reported having shopped fast clothing brand in the past year. Yet, the average Shein Shopper is 35 years old and earns almost £49k a year. High street fast fashion retailers like Next, Marks and Spencer’s and supermarket lines such TU and F&F are popular clothing brands for those aged 45 and older.
Plus, when it comes to thrifted clothing, younger shoppers take the lead. According to ThredUp 68% of younger generations shopped preowned apparel in 2024, and two out of five items in Gen Z wardrobes are secondhand.
What’s prevents the appeal of preloved in midlife?
As we age, we’re also more likely to be juggling divorce, health problems and bereavement . And more women in their 40s are now looking after both young children AND ageing parents, which often means lower income.
With hectic lives and responsibilities, buying clothes online, or in the supermarket can feel convenient and cheaper. As Katie, 46 says, “I will pop into a charity shop if I’m dropping donations off. But I don’t tend to plan a thrift shopping day like I did in my 20s.”
Ruth, 43, echoes this, “It takes more time to find what I am after secondhand. If I’m buying new, I can order online, and more easily find what I need and return items if they are wrong.”
Women in this age group also say they feel invisible and under-represented by UK retailers. The promotional power of youth is still strong, with teen to early 20s models as the preferred way to sell clothes. When it comes to preloved marketing it’s a similar story. Depop harnesses both Gen Z influencers and major stars such as Olivia Rodrigo, who has a young fanbase. Many charity retailers use social media strategies to target shoppers in their twenties. Beyond Retro’s ads feature mainly young-looking models.
It’s easy for 40-somethings to feel just as left out here as in mainstream advertising. There’s also an influencer gap: within popular style content creators over 40, only a few mention sustainability. Likewise for the top thrift influencers, just a couple are midlife women.
What about the power of trends? Midlifers say that they don’t follow them, preferring to stick to classic items. When you’ve seen the leopard-print craze go around for its 100th cycle, it begins to wear thin. So, thrift stores selling on-trend y2K styles don’t really appeal if you were there the first time. Low-rise bootcut jeans: never again!
Over 40, not over-the-hill
Is there a turn in the tide? Maybe! The 2024 Oxfam Style for Change catwalk show promoted thrifted style whilst also featuring older models, aged from 44 to 77 years.
And there are some inspiring midlife influencers: Jen Graham, or CharityShopGirlCSG, recently turned 40, shares her passion for second-hand shopping to over 100k followers on Instagram and on TikTok, and presents preloved style segments on This Morning.
Anna Kilpatrick, in her 50s, promotes a sustainable lifestyle and the “joy of enough” through her account Not Needing New.
Mamma See is a vintage clothes advocate and curator who has featured in Cup of Joe.
Make second-hand shopping simple, and irresistible
As Brittany Sierra, Founder of the Sustainable Fashion Forum, says in her newsletter, “it’s about shifting perception and participation: making sustainable choices feel intuitive, visible, and rewarding enough to replace old habits.”
To do this, sustainable brands need to tap into what midlife consumers value. High quality and long-lasting pieces, alongside connection with emotion and aspirational feelings over function. A more unique and tailored offer makes sense, both practically and psychologically.
Many resale sites are now using AI and celebrities to create curated collections. And there are a growing number of capsule second-hand sites and sellers bespoke bi-weekly ‘drops’ featuring vintage and preowned designer finds. Rather than jumping on trends, these sellers go for simple, classic pieces in neutral colours.
Getting older can be transformational for women: many experience greater confidence and self-acceptance. Sustainable fashion must find a way to better represent and lean into this.
