Greeks Embrace Circular Fashion as Secondhand Shopping Booms

Greeks are increasingly turning to sustainable and circular fashion, as purchases of secondhand clothing surge across all generations. According to an analysis by Revolut on spending through resale platforms such as Vinted, eBay, and Vendora, while younger consumers still lead the movement, older generations are joining in with remarkable enthusiasm.

Gen Z sets the pace—but others are catching up

Among Gen Z (ages 18–24), transactions on resale platforms jumped by more than 372% compared to last year, continuing a rapid growth trend that has seen figures double annually since 2021.
But it’s not only the youth driving change. Consumers aged 35–64 have tripled their secondhand purchases since 2024, showing a clear shift toward more sustainable shopping habits. The most dramatic growth came from the 55–64 age group, where secondhand transactions rose by 132% in a single year.

In contrast, spending on traditional fashion among older age groups has largely stabilized, growing only 18% in 2024. For consumers aged 65–74, conventional fashion spending rose just 5%, while secondhand purchases climbed 69%, marking a significant behavioral shift among baby boomers.

Vinted leads Greece’s “resale revolution”

Vinted has emerged as the undisputed leader in Greece’s resale market, with transactions and spending soaring by more than 700% since 2021. Vendora also recorded impressive momentum, seeing an 80% rise in activity compared to 2024.

While eBay remains the second-most popular resale platform in terms of spending, its growth has leveled off, maintaining steady engagement among Greek users.

“The data show that circular fashion is no longer a youth trend but a core part of Greek consumer culture,” said Ignacio Zunzunegui, Revolut’s Head of Growth for Southern Europe. “From young fashion lovers to older shoppers discovering the value of resale, people are proving that sustainability and style can truly coexist.”

Source: tovima.com