Thrifting has increased in popularity over the years as fashion trends turn to emphasize
sustainability and unique styles influenced by the past. Sustainability efforts by many brands and
designers in the fashion industry has grown as a trend focussing on young, advocated generations
impacted the most by global issues like climate change. As Gen Z myself, efforts to decrease
contribution to environmental issues and landfills are valuable while shopping.
The Benefits of Thrifting Popularity
Sustainability in fashion has pushed many to shop consciously and thrift for fashion
forward and vintage pieces. Thrifting is beneficial for the environment and a sustainable
shopping practice that is fun while being cost and consumption protective. Increased popularity
in thrifting has resulted in a reduction of clothing contribution to landfills, longer life spans of
clothing, a decreased rate of overconsumption leading to mindful spending and a cost effective,
affordable approach to shopping and fashion. Sustainable shopping has also decreased the
demand for fast-fashion pieces which contributes to the reduction of clothing in landfills.
The Consequences of the Sustainability Trend
Although an increase in thrifting and sustainable shopping habits are beneficial for the
fashion world, with anything, an increase in demand leads to an increase in price. Stores
emphasizing sustainable practices have upped prices knowing that the conscious consumer will
spend the extra money to purchase recycled and environmentally friendly pieces. This goes with
everyday brand efforts such as H&M following their recycling program, but it also has been a
noticed issue with current thrift stores. Popular thrift stores have taken advantage of the
sustainability trend by increasing prices as demand rises to capitalize on the desires of consumers
without fully contributing to the environmental efforts. Greenwashing is a major issue revolving
around popular brands known for fast fashion. This is why in order to be a fully conscious
consumer research is significant before purchasing. Big brands like H&M mentioned earlier may
have recycling efforts in place, but not all garments are fully used. Recycling and donations by
large companies also can be used to receive tax write offs. Efforts do not always have a
sustainable motive.
Regarding thrift stores, there has been ongoing controversy with Value Village
specifically, and its influx in prices for merchandise donated to them. Driving prices up for items
that were once affordable is capitalizing on the thrift trend and makes once affordable options for
clothing for those who needed it, unattainable. It is not just fashion forward individuals who
enjoy thrifting; there are families and individuals out there who only have thrifting as an option
for clothing. It is not just the prices that are a disadvantage for these consumers either: an
increase in popularity of thrifting minimizes the availability of clothing options as well.
Are All Thrift Stores Sustaining Ethical Efforts and Pricing?
One type of retailer that has grown in popularity alongside the thrift trend has been
consignment shops. We have all seen the baseline effects the sustainability trend has been having
on businesses and consumers with raised prices and increased popularity, but what do businesses
think about these actions from the inside? I interviewed a local Plato’s Closet manager with eight
years of experience about shifts and patterns noticed in the business as a result of the
sustainability trend and she has also noticed an influx in prices, however, not as a direct result of
demand.
Is Plato’s Closet a Sustainable Brand?
“Yes, I would say that Plato’s is a sustainable brand. By buying and selling gently used
clothing, we reduce waste and promote the recycling of quality items that may otherwise end up
in landfills. This resale model supports a circular economy, allowing people to refresh their
wardrobes affordably while extending the life of clothing.”
Has Plato’s Closet Grown in Popularity as a Result of the Sustainability Trend?
“Yes, absolutely! Thrifting’s popularity has boosted our business and brought more foot
traffic into the store, especially by Gen Z shoppers. Consumers are increasingly looking for
budget friendly clothing options that allow them to maintain their style, making our store a great
choice for those wanting to save money.”
Do You Believe Plato’s Closet is One of the More Affordable Thrift Options Out There?
“Yes, I believe Plato’s is one of the more affordable thrift options out there alongside
regular thrift stores selling donated items. In contrast to vintage stores and resellers, we aim to
keep our prices low and provide our customers with cash for their items, creating a beneficial
cycle. This affordability makes us a great choice for shoppers looking for quality clothing at
accessible prices. A bonus at Plato’s Closet is curated, we select our product. So, it’s an easier
shopping experience.”
Have Prices Gone Up Through the Years as a Result of Increased Demand?
“Prices at Plato's Closet have increased slightly over the years, similar to trends in mall
stores. However, these changes are very minimal. Our prices are not a result of increased
popularity. Instead, large demand for a specific category will drive those prices lower. This
approach helps us remain competitive and affordable while still reflecting the value of quality,
gently used clothing.”
Do You Feel That Plato’s Business Ethics Have Been Maintained Through the Years?”
“Yes, I believe Plato’s Closet has maintained strong business ethics, especially regarding
sustainability. We promote responsible consumption by offering affordable, high-quality
secondhand clothing, which reduces waste and extends the life cycle of garments. By
encouraging customers to buy and sell gently used items, we minimize the environmental impact
of the fashion industry.”
While most thrift stores have attempted to raise prices and take advantage of their
increased demand, not all stores are greenwashing and have unsustainable motives. Prices for
any store go up with inflation, but there is a difference between pricing accordingly on economic
changes and capitalizing on increased demand. Research on renewable practices and brands is
crucial for conscious consumption and investing in proper, sustainable brands to ensure that
pricing and practices are sustained. Sustainability has become more noticeably popular which
has its benefits for the environment but has also led to sustainable motives to be unsustained in
business practices.
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