white paper
The Secondhand Market: Audiences and Strategy
A FAUME x Omnicom Media Group study 2023
This white paper presents an opportunity to share the valuable insights we've gathered over the last two years as Europe's leading B2B secondhand fashion marketplace. In collaboration with Omnicom Media Group, we deliver a precise analysis of this market's audience and strategies for effective engagement.
In this guide:
60% of secondhand buyers are new or reactivated customers
Most secondhand buyers represent new growth opportunities for brands
Secondhand drives both acquisition and retention
Resale attracts new customers while keeping existing ones engaged
94% of under-30s expect brands to contribute to the greater good
Young generations prioritize corporate social responsibility
Social responsibility is a key purchase driver for younger consumers
Ethical commitment directly influences under-30s purchasing decisions
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