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Luxury goods are gaining ground on the second-hand Studies show that a majority of Generation Z prefer to
market do their shopping online rather than in physical stores
Mainstream clothing is by far the largest product category and that stores have to change significantly for them
for online buying and selling second-hand. But there to be interested in going there. Above all, in terms of
are also some interesting runners-up; luxury goods are stores having to become more of social gathering places,
undoubtedly one of them. Physical stores that connect they needed to provide better access to information, for
buyers of luxury goods have been the main sales channel, instance, via QR codes, and they had to shape up when it
and the transition into digital and online has come later comes to music and lighting. So, the general conclusion
than certain other categories. However, now the typical is that both brick-and-mortar stores and e-tailers should
luxury consumer seems to take on a different guise. prepare for the fact that this particular generation will be
They are younger with a high affinity for shopping, quite challenging as future consumers.
getting inspired and sharing online. Consumer interest in
second-hand luxury goods is fueled by a growing number As part of PostNord, the largest provider of logistics
of specialised online platforms that let users buy and solutions and geographical coverage in the Nordic
sometimes sell personal luxury goods online. Vestiaire countries, Direct Link are specialist in customer-specific
Collective is one of the dominating online platforms for delivery solutions and the distribution of e-commerce
second-hand luxury goods partly owned by the giant The goods anywhere in the world. 100% coverage of the Nordic
Kering Group, which owns Gucci, Balenciaga, and Saint market and delivers to over 190 countries across the globe
Laurent, among others. Concern about the environment each day – Direct Link will manage your deliveries no
contributed to the main motivation of both sellers and matter the destination. ••
buyers of second-hand luxury. The perception that buying
via second-hand channels was sustainable was clearly
stronger in younger consumers. In a survey, those under the
age of 40 strongly agreed that buying second-hand was a
sustainable choice. In 2021, the global luxury resale market
reached an overall value of approximately 33 billion U.S.
dollars. By 2025, the industry is expected to reach a market
size of 47 billion U.S. dollars.

Generation Z will drive recommerce forward
Generation Z consists of people who grew up on both sides
of the millennium transition, usually defined as those born
between 1997 and 2009. They are quite different in terms
of values from other generations, an interesting point since
they will soon have an extensive influence on our whole
society. Gen Z is often singled out as the most critical
consumer group we have seen so far. This is the first
generation to date that has spent its entire life more or less
constantly connected to the internet.

They differ from previous generations in several ways, for
instance, when it comes to how they perceive marketing.
They love brands and often stay loyal towards their
favourites, but at the same time require them to be
genuine, honest, and socially engaged. They also favour
visual-based media and marketing rather than text-based.
For that reason, social media platforms and influencers
have become particularly important and valued marketing
channels towards this target group. They are much more
likely to buy sustainable, high-quality products. 73% of
Generation Z consumers are willing to pay 10% more for
environmentally friendly goods, according to a study from Get a quote to see how Direct Link
First Insight. They value personalised products and have a can support you with cross-border
penchant for brands that share their own point of view on e-commerce deliveries, warehousing,
political issues. and fulfilment!

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