Ahead of Afterpay Australian Fashion Week (AAFW), eBay Australia survey research reveals pre-loved fashion is the latest must-have trend. One in three Australians (30%) surveyed stated half of their wardrobe is made up of pre-loved fashion and accessories1, indicating Australians are challenging and changing what it means to buy, sell and love fashion.
The research indicates pre-loved fashion has become mainstream, with nearly half of Australians (45%) surveyed reporting they have increased their purchases of pre-loved fashion in the past two years2. According to the survey, the top drivers for shopping pre-loved include finding unique items that enable saving money (70%)3, self-expression (55%)4 and supporting the circular economy (40%)5.
When it comes to luxury fashion items, two in five Australians (40%) surveyed shop for pre-loved luxury as a means of affording luxury brands6. The research found just over half (53%) of Australians surveyed have either previously purchased or intend to purchase a luxury pre-loved fashion item7, indicating a growing dominance of pre-loved luxury in Australia.
Data from eBay Australia reveals:
- In 2022, some of the most-sold Australian luxury brands on eBay Australia were Camilla, Scanlan Theodore and Zimmermann while international brands purchased on eBay include Gucci, Louis Vuitton and Prada8
- In 2022, Aje, Gucci, Louis Vuitton, Scanlan Theordore, and Zimmermann items are each searched for every two minutes on eBay Australia9
- Pre-loved items by Australian and international designer brands are in high demand, with the Aje Capucine T-Shirt, Camilla & Marc Marquez Maxi Dress and Zimmermann dresses among the most-viewed fashion items on eBay Australia in 202210
- In 2022, the most expensive pre-loved fashion accessory sold on ebay.com.au was a ‘PVC Patent Calfskin Patent Lambskin Small CC Vanity Case Pink from Chanel’ for over $4,50011
- In 2022, the most expensive pre-loved fashion clothing item sold on ebay.com.au was a ‘Multicolour Embellished Tweed from the Chanel Resort 2016 collection’ for over $5,500
eBay Australia’s Head of Fashion, Brooke Eichhorn said, "Wearing pre-loved is no longer about compromising on style. We’re seeing Australians invest in pre-loved luxury items made from high-quality materials, with Aje, Scanlan Theodore, and Zimmermann consistently in our top search terms across eBay. We are making sustainable luxury accessible for all.
“With 16 million pre-loved fashion items listed for sale on eBay.com.au in previous years12, fashionistas with a passion for hunting unique, vintage pieces to help express their individual style can get access to a vast range of items from our sellers. eBay Australia is a proud champion of pre-loved fashion, making way for greater accessibility and sustainability.”
Pre-loved pays off for Australians
According to the research, Australians are splashing serious cash on fashion and accessories, with the survey revealing the estimated combined value of the contents of wardrobes nationwide could be a whopping $76 billion13. Gen Z are the biggest spenders, reporting items in their wardrobes to be worth $8,003, more than double the national average of around $3,86014.
Despite having a wardrobe worth thousands, survey respondents estimated they wear less than two-thirds (60%) of their wardrobe15, meaning Australians could potentially be sitting on a collective $29 billion worth of unworn fashion items, prime for selling16. The research showed that those who sell clothes they no longer wear (25%) made an average of $1,23117.
Eichhorn continued, “With Australians increasingly buying and selling pre-loved luxury, now is the time to make the most of your garments’ journey from creation to consumption. Declutter and give your pre-loved clothes a second chance to shine, while playing your part in driving circularity forward. You could be sitting on the one item someone wants to complete their look.
“We know that trust remains paramount when buying luxury items, and with eBay’s Authenticity Guarantee on luxury handbags and wallets valued over $350, and sneakers valued over $150, buyers can have confidence that they are buying the real deal - just look for the blue tick.
“Buying pre-loved fashion has never been easier. With eBay’s Money Back Guarantee, if the item received does not fit the description on the listing, we’ll give you your money back, no problem*. ”
eBay Pre-Loved Runway at AAFW
To celebrate the vast range of pre-loved luxury fashion available on ebay.com.au, from 15 - 19 May, AAFW attendees can try on iconic luxury pre-loved items from international and Australian designer brands flaunting them on the eBay Pre-Loved Runway. In attendance on the first day of fashion week will be Maxine Wylde, styled head-to-toe in pre-loved luxury fashion sourced from eBay’s seller inventory.
Influencer and style-advisor, Maxine Wylde said, “As a vintage fashion devotee, I love that we are reimagining how we think about fashion and playing a part in changing fashion, once and for all by bringing pre-loved fashion into the spotlight.
“My first AAFW outfit will be styled from eBay’s curated collection of luxury pre-loved pieces which will be on display at the eBay Pre-Loved Runway. Brands available to try on at the curated collection of luxury pre-loved pieces include, Aje, Chanel, Gucci, Prada and Zimmermann. Fashion fans can look forward to dressing in stylish luxury items, expressing their individual look and feeling utterly fabulous while doing so,” concluded Wylde.
eBay Pre-Loved Runway will be available for free during Afterpay Australia Fashion Week for attendees.
As part of its commitment to supporting pre-loved circularity, eBay Australia has become a proud patron of the Australian Fashion Council, working with industry to help revolutionise the way fashion is created and consumed.
For more information, please contact:
Kate Stewart, Pulse
T: +61 478 708 043 | E: kate.stewart@ogily.com.au
Tina Tsianakis, Pulse
T: +61 475 600 080 | E: tina.tsianakas@ogilvy.com.au
About eBay
eBay Inc. (Nasdaq: EBAY) is a global commerce leader that connects millions of buyers and sellers in more than 190 markets around the world. We exist to enable economic opportunity for individuals, entrepreneurs, businesses and organizations of all sizes. Founded in 1995 in San Jose, California, eBay is one of the world's largest and most vibrant marketplaces for discovering great value and unique selection. In 2022, eBay enabled nearly $74 billion of gross merchandise volume. For more information about the company and its global portfolio of online brands, visit www.ebayinc.com.
1 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
2 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
3 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
4 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
5 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
6 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
7 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
8 eBay Australia data 2022
9 eBay Australia data 2022
10 eBay Australia data 2022
11eBay Australia data 2022
12 eBay internal data, listings 2020 - 2022
13 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
14 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
15 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
16 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023.
17 Lonergan research commissioned by eBay Australia surveying 1,100 Australians 18+. April 2023
*For full eligibility criteria and all terms & conditions, read our eBay Money Back Guarantee policy.