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MARKETSSecond-handandvintagefashioninGermanyCHAPTER

01OverviewShareofconsumersopentopurchasingsecondhandfashioninselectedcountriesin2021Consumerswhowouldconsiderbuyingsecondhandfashioninselectedcountries2021Haveeverpurchasedsecondhand56%OpentopurchasingsecondhandNotopentopurchasingsecondhand70%60%50%40%30%20%10%0%66%53%52%34%32%32%22%16%13%12%12%FranceUnitedStatesUnitedKingdomGermany3Description:Accordingtothefindingsofarecentstudy,onlyaminorityofrespondentsinallofthesurveyedcountriessaidthattheywouldnotbeopentopurchasingsecondhandfashionin2021.Germanywasthecountrywiththehighestshareofrespondentswhodidn'twanttopurchasepre-wornclothing,andthelowestshareofconsumerswhohadalreadypurchasedsecondhandfashion.Frenchconsumerswerethemostfamiliarwithsecondhandclothing,witharoundtwo-thirdsofrespondents[...]

ReadmoreNote(s):France,Germany,UnitedKingdom,UnitedStates;May2021;5,958respondents;18yearsandolder;PercentageshavebeendemographicallybalancedtobenationallyrepresentativeSource(s):TheBusinessofFashionMostcommonsecond-handpurchasesbycategoryinGermanyasofJune2023Mostcommonsecond-handpurchasesbycategoryinGermany2023Shareofrespondents10%

15%0%5%20%25%30%35%40%45%ClothingBooks,movies,music&games(excludingdownloads)Bags&accessories23%15%14%14%ShoesConsumerelectronics(e.g.,TV,smartphones)Furniture&householdgoodsBags&luggage12%10%9%9%9%HouseholdappliancesToys&babyproductsAccessoriesDIY&gardenproducts8%7%Sports&outdoorproductsStationery&hobbysupplies7%7%4Description:Sustainabilitybecomesmoreandmoreimportantinourdayandage.Onepossibilitytobemoresustainablewhenitcomestoconsumption,istobuyproductspre-owned.GermanconsumersmostcommonlybuyClothingsecond-handfollowedbyBooks,movies,music&games(excludingdownloads),whiletheyareleastlikelytobuyPetproductssecond-hand.Theseresultsarebasedonourrepresentativeonlinesurveyconductedin2023among5,994respondentsinGermany.[...]

ReadmoreNote(s):Germany;July2022toJune2023;5994respondents;18-64yearsSource(s):ConsumerInsightsShareofsecond-handclothingconsumersinGermanyin2021,byagegroupShareofsecond-handclothingconsumersinGermany2021,byagegroup80%75%73%73%70%60%50%40%30%20%10%0%64%57%16-24yearsold25-34yearsold35-44yearsold45-54yearsold55-64yearsold5Description:InNovember2021,75percentofconsumersinGermanyagedbetween35and44yearsstatedtohaveboughtsecond-handclothingbefore.Thoseagedbetween55and64yearsweretheleastenthusiasticaboutshoppingsecond-hand,at57percent.ThefiguresarebasedonanonlinesurveyconductedinGermanyinNovember2021byKantarforMomox.ReadmoreNote(s):Germany;November13-16,2021;1,037respondents;16-64yearsSource(s):KantarShareofsecond-handclothingconsumersinGermanyin2021,bygenderSecond-handclothingconsumersinGermany2021,bygender90%80%80%70%60%50%40%30%20%10%0%56%WomenMen6Description:InNovember2021,around80percentofwomensurveyedinGermanystatedtheyhadboughtsecond-handclothing.Amongmen,56percenthaddoneso.ThefiguresrefertoanonlinesurveyconductedinGermanyinNovember2021.

ReadmoreNote(s):Germany;November13-16,2021;1,037respondents;16-64yearsSource(s):KantarPenetrationrateofsecond-hande-commerceusersinEuropefrom2017to2027,bycategorySecond-hande-commerceuserpenetrationrateinEurope2017-2027,bycategoryElectronicsFashionFurnitureToys,hobby&DIYTotal45%40%35%30%25%20%15%10%5%14.7%13.4%12.2%11.4%10.2%5.1%2.4%8.9%5%4.8%2.3%7.8%4.6%2.2%2.4%4.3%2.1%6.3%3.9%1.9%3.5%1.7%4.8%2.4%11.6%10.1%3%8.9%3.7%2%8%6.9%1.4%2.8%1.6%5.6%4.9%2.9%20211.1%3.8%2.3%0.9%2.8%1.6%20190.7%2%4.1%20244.3%20254.5%20264.6%20273.8%20231.4%3.4%20220.9%20171.2%20180%20207Description:Thepenetrationrateofsecondhande-commerce,otherwiseknownasrecommerce,amongusersreachedatotal8.9percentin2022.By2027,theshareofactivepayingcustomersfromthetotalpopulationisexpectedtoreach14.7percent.

ReadmoreNote(s):Europe;2017to2027Source(s):Leading10destinationcountriesfortheexportofusedclothingfromtheEuropeanUnionin2022,byquantity(inmillionkilograms)MaindestinationsforEUexportsofusedclothing2022,byunit250213.23200145.1115010050100.663.7461.6348.237.93Benin37.9137.35India30.580PakistanUnitedArabEmiratesTunisiaCameroonTürkiyeTogoUkraineGuinea8Description:In2022,theEuropeanUnion(EU)exportedatotalofoveronebillionU.S.dollarsandkilogramsworthofusedclothingtovariousdestinationsglobally.Ofthese,PakistanandtheUnitedArabEmiratesweretheleadingtwodestinationsin2022basedonquantity.Tothesetwocountries,theEUcollectivelyexported213millionand145millionkilogramsofusedclothing,respectively.ReadmoreNote(s):Europe;2022Source(s):UNComtradeLeading10destinationcountriesfortheexportofusedclothingfromtheEuropeanUnionin2022,byvalue(inmillionU.S.dollars)MaindestinationsforEUexportsofusedclothing2022,byvalue8074.4173.4770605040302010054.7952.7352.1745.1143.637.3229.46Benin29.43CameroonUnitedArabEmiratesBelarusPakistanUkraineTunisiaKazakhstanTürkiyeGuinea9Description:In2022,theEuropeanUnion(EU)exportedatotalofoveronebillionU.S.dollarsworthofusedclothingtovariousdestinationsglobally.Basedontheexportvalue,CameroonwastheleadingexportpartneroftheEUat74millionU.Sdollars.

ReadmoreNote(s):Europe;2022Source(s):UNComtradeCHAPTER

02Onlinesecond-handstoresRevenueofselectedsecond-handclothingretailersinGermanyin2021(inmillioneuros)Revenueofselectedsecond-handclothingretailersinGermany2021300245.272502001501005086.226025.519.920Vinted(formallyKleiderkreisel)Sellpy(H&M)¹Momox²RebelleBuddy&SellyandViteenVogue(ReverseRetail)11Description:Vintedwastheleadingonlinesecond-handclothingretailerinGermanyasof2021generatingrevenuesofover245millioneuros.OtherleadingretailersonthemarketincludedBuddy&SellyandViteenVogue,bothownedbyReverseRetail.

ReadmoreNote(s):Germany;2021Source(s):TextilWirtschaftSecond-handapparelonlineshopsusageinGermany2022,bybrandUseofsecond-handapparelonlineshopsGermany2022,bybrand60%49%50%40%30%20%10%0%37%36%27%26%23%19%19%18%17%17%17%2%12Description:In2022,almost50percentofpeopleinGermanyhadusedeBay-Kleinanzeigeninthepast12months.36percentofpeoplehadusedVinted.ReadmoreNote(s):GermanySource(s):ConsumerInsightsSecond-handapparelonlineshopsawarenessinGermany2022,bybrandAwarenessofsecond-handapparelonlineshopsGermany2022,bybrandShareofrespondents0%10%20%30%40%50%60%70%80%90%88%100%eBay-KleinanzeigeneBay94%94%ZalandoVinted64%momoxfashionMädchenflohmarktFARFETCH39%27%15%14%12%11%9%REBELLESellpyVestiaireCollectiveINLOVEAGAINIdon'tknowanyofthesebrands2%13Description:In2022,around94percentofpeopleinGermanywereawareofthesecond-handplatformeBay-Kleinanzeigen.88percentofpeoplewereawareoftheonlinefashionbrandZalando.

ReadmoreNote(s):Germany;2022;6202respondents;18-64years;respondentswhoknowtheindividualbrandSource(s):ConsumerInsightsRevenueofMomoxfrom2009to2022(inmillioneuros)RevenueofMomox2009-20224003503353373123002502502001501005020015012080.170.158.34023100200920102011201220132014201520162018201920202021202214Description:In2022,Momoxgeneratedrevenuesof337millioneuros.Thiswasanincreasecomparedto335millioneurosin2021.MomoxisaGermanrecommercewebsiteforsecond-handbooksandmedia.

ReadmoreNote(s):Worldwide;2009to2022Source(s):MomoxeBaybrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersinGermanyin2022eBaybrandprofileinGermany2022100%90%80%70%60%50%40%30%20%10%0%95%55%48%46%43%eBayawarenesseBaypopularityeBayusageeBayloyaltyeBaybuzz15Description:HowhighisthebrandawarenessofeBayinGermany?ReadmoreNote(s):Germany;16June2022to19July2022;897respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):

ConsumerInsightsZalandobrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersinGermanyin2022ZalandobrandprofileinGermany2022100%91%90%80%70%60%50%39%40%30%20%10%0%36%32%27%ZalandoawarenessZalandopopularityZalandousageZalandoloyaltyZalandobuzz16Description:HowhighisthebrandawarenessofZalandoinGermany?ReadmoreNote(s):Germany;16June2022to19July2022;897respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):

ConsumerInsightsmomoxfashionbrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersinGermanyin2022momoxfashionbrandprofileinGermany202245%45%40%35%30%25%20%15%10%5%14%10%10%7%0%momoxfashionawarenessmomoxfashionpopularitymomoxfashionusagemomoxfashionloyaltymomoxfashionbuzz17Description:HowhighisthebrandawarenessofmomoxfashioninGermany?ReadmoreNote(s):Germany;16June2022to19July2022;897respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):ConsumerInsightsREBELLEbrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersinGermanyin2022REBELLEbrandprofileinGermany202218%18%16%14%12%10%8%6%4%4%3%3%2%2%0%REBELLEawarenessREBELLEpopularityREBELLEusageREBELLEloyaltyREBELLEbuzz18Description:HowhighisthebrandawarenessofREBELLEinGermany?ReadmoreNote(s):Germany;16June2022to19July2022;897respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):

ConsumerInsightsVintedbrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersinGermanyin2022VintedbrandprofileinGermany202269%70%60%50%40%30%20%10%0%38%32%29%28%VintedawarenessVintedpopularityVintedusageVintedloyaltyVintedbuzz19Description:HowhighisthebrandawarenessofVintedinGermany?ReadmoreNote(s):Germany;16June2022to19July2022;897respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):

ConsumerInsightsMädchenflohmarktbrandawareness,usage,popularity,loyalty,andbuzzamongsecond-handapparelonlineshopusersinGermanyin2022MädchenflohmarktbrandprofileinGermany202234%35%30%25%20%15%10%5%10%7%5%4%0%Mädchenflohmarktawareness

MädchenflohmarktpopularityMädchenflohmarktusageMädchenflohmarktloyaltyMädchenflohmarktbuzz20Description:HowhighisthebrandawarenessofMädchenflohmarktinGermany?ReadmoreNote(s):Germany;16June2022to19July2022;897respondents;18-64years;respondentswhousesecond-handapparelonlineshopsSource(s):ConsumerInsightsCHAPTER

03ConsumerattitudesHaveyouboughtsecond-handclothingbefore?Shareofpeoplewhohadboughtsecond-handclothingbeforeinGermany202180%70%67%60%50%40%30%20%10%0%56%53%20192020202122Description:InNovember2021,around67percentofrespondentstoanonlinesurveyconductedinGermanystatedthattheyhadboughtsecond-handclothingbefore.Thiswasanincreasecomparedtothepreviousyearsinthetimeline..

ReadmoreNote(s):Germany;November13-16,2021;1,037respondents¹;16-64yearsSource(s):KantarReasonsforshoppingforsecond-handclothinginGermanyin2021Reasonsforshoppingforsecond-handclothinginGermany2021Shareofrespondents0%10%20%30%40%50%60%70%80%90%87%100%Second-handshoppingisgoodfortheenvironmentSecond-handclothingischeaperthannewclothingFindingitemsthatarejustnotavailableinshopsanymoreSecond-handistrendy83%49%7%Coincidence,therewasnospecificreason3%Becausemyfriends/familybuysecond-handclothing2%23Description:Basedona2021onlinesurveyamongcustomersofthere-commercecompanyMomox,87percentofrespondentsstatedthattheychosetobuysecond-handclothingbecausetheyconsidereditgoodfortheenvironment,while83percentsaidtheydidsobecauseitwascheaperthanbuyingnewitems.ReadmoreNote(s):Germany;October21-26,2021;6,789responde