In a world increasingly focused on sustainability and conscious consumerism, the fashion industry is undergoing a significant transformation. As gen z and millennials influence the trend and the demand from the brands now to act as to become more sustainable and to stop fast fashion culture. Thrifting became popular recently due to maximization of the cost efficiency effort from the gen z and millennials. They see how the used products that are still wearable have hidden value as sometimes can be an entry point for the generation to understand the value that the luxury brand offer for their products with lower cost options even than outlet price.

Traditional notions of luxury often involve high price tags, exclusivity, and brand-new items. The culture of thrifting and especially luxury brand thrifting in recent times is pointed by the young as "the treasure hunt" activity. They saw the trend also at the same time being able to help save a lot of cost compared to purchasing new luxury products. Finding value for the money product some more with luxury brand line of product make the gen z and millenials some meaning for life and in the same time save the environment. In 2022 alone, the global market value of secondhand and resale apparel was estimated to be worth 177 billion U.S. dollars.

However, a new trend is emerging that not only challenges these norms but also contributes to a more sustainable future – luxury brand thrifting. The global Secondhand Luxury Goods market size was valued at USD 29401.59 million in 2022 and is expected to expand at a CAGR of 11.32% during the forecast period, reaching USD 55963.57 million by 2028. With such growth, the luxury brand is also looking at the thrifting market as a way to cultivate the luxury brand culture and able to help the gen z and millennials purchase the products as the entry level to try and understand the culture and heritage of luxury brands.

Here is few ways why luxury brand thrifting are helping the sustainability future:

1. Reduction of Fashion Waste: Luxury brand thrifting plays a crucial role in reducing fashion waste. With the old culture of one time use and fast fashion industry, luxury brands are able to cultivate more the culture of preserving some of the line of products that other parties are able to re use the products without purchasing with brand new pricing or with lower price. The secondhand market and thrifting is growing tremendously in developing countries as many young people want to try a few branded products with lower pricing in the market.
3. By extending the life cycle of high-quality, well-crafted items, thrifting helps counter the fast fashion culture that contributes to environmental degradation. As the luxury brands are proud with their build quality, there is no reason for the luxury brand to embrace more well crafted items that can last in longer time compared to the fast fashion build material as long as the products are well kept by the previous owner.
5. When consumers choose pre-loved luxury pieces, they actively participate in minimizing the environmental impact associated with the production and disposal of fashion items. Some new trends are arising such as renting luxury items instead of purchasing it as only to wear it during special events or occasions. WIth this way, more people are able to consume the products with spending the penny over the dollar in regards of renting it compared to purchasing it.
7. Preservation of Resources: Crafting luxury items often requires a significant amount of resources, including high-quality materials, skilled labor, and energy. When more customers are looking into the second hand market and thrifting market, the people are able to help make the resources become more sustainable. Pollution caused by creating the materials also can be reduced, and the cost of making products in the long term can be lower as well indirectly with more resources in the market as the lower consumption needed to make a product.
9. By choosing second-hand luxury goods, consumers contribute to the conservation of these resources. The craftsmanship also can be focused on making products that are more sustainable in the future but can last in the long term with good build quality and the pricing of the products also can be preserved on the level of where the luxury brand can be recognized for. The manufacturer can look into revolutionizing the industry compared to producing the goods in a massive manner that cuts off the preservation of limited resources.
11. Rather than producing new items, the focus shifts towards maintaining and appreciating the value inherent in existing pieces, thus lessening the demand for raw materials. Another way for the luxury brand manufacturer if possible is to reuse the materials that are circulating in the second hand market or thrifting to help make raw material more sustainable. As the high quality materials from the luxury brand and good patina as well can increase the price of the products with the new design of the products.
13. Promotion of Circular Fashion: Luxury brand thrifting fosters the concept of circular fashion, where products are designed, produced, and consumed in a way that prioritizes sustainability and longevity. With a good build quality helps the products can last in longer time as with the good design and materials. Another way to help customers when they purchase the line of products is to educate customers on how to maintain the product as it can last long and well kept as to maintain the price in the longer time as well.
15. When individuals buy and sell pre-owned luxury items, they actively participate in a circular economy, extending the lifespan of these products and diverting them from landfills. More education is needed to inform individuals on how important it is to create a more sustainable future for the industry and how the customers and individuals are able to take part in the efforts. Furthermore, by joining the circular economy directly or indirectly, customers and individuals will have a good feeling and share on how to preserve the source of the earth and impact the environment as well.
17. Democratization of Luxury: Thrifting provides an opportunity for a broader audience to access and experience luxury items. In this matter, the luxury brand is able to reach more customers as well with some price point that is not high for the middle income. The generation z and the millenials able to access and consume the products and understand more the value that the brand offers with the heritage and the history of the products itself.
19. As consumers seek exclusive and high-quality pieces at more affordable prices, luxury brand thrifting broadens the market for these products. This democratization of luxury not only aligns with the principles of sustainability but also challenges the exclusivity traditionally associated with luxury brands. The brand is able to embrace the inclusivity method as well as the luxury brand can be for everyone and not only cater for specific markets.
21. Encouraging Mindful Consumption: Luxury brand thrifting encourages consumers to adopt a more mindful approach to their purchases. The culture offers the new generations on how to actually learn to be mindful of spending and saving. The customer might be able to budget more and get more research of the products that they might want to buy before purchasing one of the luxury brand products. When the consumer starts to embrace the trifting culture, they might compare products with the price point and the build quality with longer term value when they purchase the products.
23. Rather than succumbing to impulsive buying or chasing fleeting fashion trends, individuals are prompted to consider the long-term value and timelessness of their acquisitions. This shift in mindset contributes to a more conscious and sustainable approach to fashion consumption. The fashion revolution is needed to stop the industrialization of the fashion industry and market as with more consumption will get more pollution in the environment and not sustainable.

Conclusion: Luxury brand thrifting is more than just a fashion trend; it is a movement towards a more sustainable and ethical future for the industry. As consumers increasingly prioritize environmentally friendly choices, the combination of luxury and thrift shopping offers a unique and compelling solution. The luxury brands also need to see the impacts from the point of the design to the production and the education after sales to each customers in regards the impact to the environment and more sustainable.

By embracing second-hand luxury items, individuals contribute to the reduction of fashion waste, the preservation of resources, and the promotion of a circular fashion economy, ultimately reshaping the narrative of luxury in the 21st century. But the problem that might arising is how actually the seller able to authenticate the products that they sell as to make sure the second hand product in the market is not the replica as mostly common customer might not be able to see the difference between the real and unreal if no experts that can clarify the authenticity of the products.