French Fashion Market Sees Surge in Online and Second-Hand Sales, Driven by Younger Consumers
The French textile and home goods market is experiencing a significant shift towards online purchasing and the second-hand sector, with younger demographics leading the charge. Data from the frist half of the year reveals that online sales now account for 30.3% of the market, a slight increase from the previous quarter’s 29.4%. This digital trend is mirrored in the second-hand market, which has captured 11.8% of overall consumption, up from 10.9% in the first quarter. Notably, 44% of these second-hand clothing transactions are conducted online.
The rise of ultra-fast fashion platforms is also reshaping the landscape.A trio of major online retailers – Amazon, Shein, and Temu – now collectively accounts for 23% of the value of online purchases made by French customers. This represents a substantial 7% of the total clothing consumption in France.
Consumers aged 18-34 are at the forefront of these changes. This age group shows a stronger inclination towards second-hand fashion, with 17.5% of their clothing expenses going towards pre-owned items, a 5.8 percentage point increase compared to the general population. Their digital purchasing habits are also more pronounced,with 34.2% of their spending online,a 3.9 percentage point rise. Though, this demographic appears less swayed by sales and promotions, with onyl 31.6% of their purchases being discounted, a 2.4 percentage point decrease. This trend is attributed to the growing appeal of the second-hand market.
In contrast, consumers over 55 years old show a much lower engagement with second-hand fashion, representing only 3.7% of their clothing expenditures.
Regarding popular items, t-shirts, dresses, and jeans were the most frequently purchased items in the women’s department during the first semester. For men, t-shirts, jeans, and shirts led the sales figures.
Analysis of pricing trends indicates that the average prices for t-shirts and jeans are lower than the modal price, suggesting a strong presence of budget-friendly options. Conversely, shirts and dresses tend to have higher average prices, driven by more expensive items.
the IFM’s findings highlight a clear generational divide in consumer behavior, a growing influence of the second-hand market, particularly through digital channels, and the firm establishment of new ultra-fast fashion players within the French market.
Methodology: The survey was conducted online with a sample of 1,250 individuals, representative of the French population, with monthly renewals.
