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After Vinted online, these second-hand clothes stores that are popping up in the streets

2021-07-17T06:10:58.064Z


With the rise of second-hand online sales platforms, new store franchises are now developing throughout France.


Kena assures us in front of her new second-hand clothing store located below the luxurious avenue Mac-Mahon: "

The second hand is a market that moves

".

Used since the opening, it welcomes us to this brand, replacing the emblematic Au nom de la rose on the avenue parisienne.

Colorful, music in the background and clothes piled up, the store gives an air of déjà vu, illustrating this paradox of fashion.

Cyclically, young people now roam the streets in search of their parents' clothes.

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The second-hand clothes market is on the rise.

According to the French Fashion Institute, 40% of the population of France would have bought an item already used in 2019, a figure up 10 points compared to 2018.

After Vinted and Depop, which have established themselves as the leaders in this market, with their online platforms which are all the rage among 15-25 year olds, Generation Z is increasingly turning to physical brands. This is the paradox, and these brands are riding the wave of the second hand by reviving the atmosphere of the 70s, 80s or 90s not virtually but physically. Kiloshop, Guerrisol, the dynamism of these franchises is edifying. Independent shops like Kena or Mamie Blue also come to try their luck.

And the figures illustrate this enthusiasm.

Kiloshop, with its price system calculated according to weight, claims a turnover of 42 million euros in 2020. This is up 40% since 2016, and the brand has just invested in new stores, especially in Paris in the 10th arrondissement.

The Guerrisol group, which sells its products at 3, 5 or 10 euros, has opened three new stores since 2016 and now delivers to 35 countries around the world.

The online market, however, remains the undisputed number one for the time being.

Depop, which recorded a turnover of 57.3 million euros in 2020, a figure that has doubled in one year.

Price per kilo, bins as far as the eye can see

At Kiloshop, “

the price of each item is defined by its weight and the color of its pellet,

” tells us Élie *, a customer and second-year medical student.

20 euros per kilo for products marked with a red dot, thirty euros per kilo for the green dot, and so on up to 60 euros per kilo for the orange dot

". At Mamie Blue, another fashionable thrift store in Paris, you can find branded scarves at discounted prices. It is then necessary to count between 35 and 65 euros for a Hermès scarf, against 300 euros for the same new product. “

I, who don't earn much, could never have afforded this little whim,

” says Juliette *, a student at Edhec.

"It's a great way to find great deals, while avoiding making a dent in your budget"

Juliette, 2nd year student at EDHEC

Read also: How the second hand irresistibly extends its grip

For its part, the Guerrisol franchise now has 21 stores in the capital.

It stands out for its exceptional promotions, with unbeatable offers such as “

everything for € 1.50

”, during a defined period.

It is also the size of its stores that characterizes the chain, with aisles and clothing bins as far as the eye can see.

“You

can literally get lost in it,

” laughs Nina, who is entering the Sorbonne this year in management.

Diversity

of actors, dissatisfaction of the inhabitants

Avenue Mac-Mahon, the clothing shelves are displayed outside, like a clearance sale. No need to go home, good deals come straight to curious passers-by who often end up rummaging through the pile of clothes outside. Harmless but symbolic aspect, the store does not yet have a name and Kena tells us "

that it will soon be defined

". Proof of the dynamism of the sector, the owners wanted to open as quickly as possible, even if it meant neglecting certain small aspects. Kena concludes by telling us that her boyfriend is also embarking on the adventure. “

He is launching his shop near République. This is where things are moving the most,

”she confides.

However, some local residents do not view these facilities in a favorable light.

This is the case of the Association of neighborhoods of the Place de Clichy which rose up against the opening of a new Guerrisol.

The organization considers that the installation of these signs prevents the “

upmarket

” of the avenue.

It would degrade the image of the neighborhood so much that the organization wants to put the Commercial Quality Charter signed in 2016 by the Paris City Hall back on the agenda.

This would improve the dialogue around the installation of new businesses.

To read also: Isabel Marant: "Young people prefer to browse thrift stores rather than fast fashion stores"

Source: lefigaro

All news articles on 2021-07-17

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