According to eBay, consumers—especially millennials and Gen Z—are increasingly opting for pre-owned designer pieces for their summer events. This trend, referred to as "Brat Green Summer" by industry experts, highlights a growing movement towards sustainable fashion and value-conscious shopping.
Recent data from eBay shows a significant rise in searches for statement accessories, with interest in "statement bags" increasing by 40 percent. Additionally, certain brands, such as Loewe, have seen a 35 percent boost in popularity.
According to eBay, this trend is partly fueled by societal pressures, as 45 percent of consumers indicate that the expectation to dress distinctively for each event impacts their buying choices. The financial consequences are noteworthy, with one in five Gen Z and millennial shoppers spending at least £300 per occasion.
Nevertheless, the emergence of "girl math"—a concept embraced by 40 percent of shoppers to assess the cost-per-wear of fashion items—is making luxury more attainable. For example, a pre-owned Fendi baguette listed on eBay for £750 would cost less than £65 per wear if used once a month over the course of a year.
Mari Corella, eBay's General Manager for Global Sneakers and Luxury, remarks on the trend: "With the summer event season underway, shoppers are looking for versatile, in-demand branded pieces for various occasions. They prioritize value while also wanting to make a statement. Millennials and Gen Z, in particular, are at the forefront of this 'better for less' mentality, actively seeking unique, standout items to enhance their collections."
The expansion of the luxury resale market mirrors a wider shift in consumer behavior, which balances the desire for high-end brands with considerations of financial responsibility and sustainability. According to data from McKinsey, "specialized digital platforms for trading pre-owned goods, which hold a 25–30 percent market share, are fueling much of the sector's growth, with an anticipated annual expansion of 20–30 percent."
Journalist and TV presenter Candice Brathwaite shared her thoughts: "For my summer outfits, I'm all about incorporating vibrant colors and making a statement; why be dull? I'm constantly on the lookout for that eye-catching dress or bag to elevate my entire look and bring a sense of main event energy to every occasion this summer. My long-standing love for eBay has been invaluable for finding pre-owned fashion and luxury items without the steep price. Whether it's my bright green Prada Raffia tote or my striking Gucci Flora Jackie, these accessories always make a statement while maintaining their timeless style."