ARTICLES
Vinted Selling Tips 2026
If you’re finding it hard to sell your clothes on Vinted in 2026, these tips might just be exactly what you’re looking for. Vinted is a second hand clothing site that’s pretty awesome because it allows you to sell your unwanted clothing items with free listings.
These are quick and simple, tried and tested tips that will get you sales in no time. Selling is a piece of cake once you understand the basics. Vinted is very simple to use so give it a try if you can! It’s no wonder why it’s a leading online marketplace in 2026.
Vinted selling tips (2025)
Just got another 5 star rating on Vinted. #grafting
HOW DOES VINTED WORK?
Vinted is not a get-rich-quick scheme.
Most likely you will sell your items for far less than you intended to (or how much it was bought for originally). Cheaper items do better because buyers take into account the buyer protection fee and shipping costs (e.g., imagine buying an item for £1 and then having to pay £4 for it to be shipped, that’s now ~£5).
Compared to Depop, Vinted is more targeted towards the majority, rather than ‘young, trendy’ people. There are all sorts of items on Vinted. You get paid for what you sell, and you don’t have to pay a fee to Vinted. Instead, the buyer pays for the item, buyer protection, and the shipping costs. All you need to do is send your item in reasonable packaging and wait for the buyer to receive it.
HOW LONG DOES IT TAKE TO SELL THINGS ON VINTED?
To answer this simply, it’s not a one answer fits all scenario. Don’t expect your items to be sold within a couple of hours, days, or even weeks. It can take a long time for items to sell, even if you list it very well, or even if it’s a popular item. Buyers usually like your items and may be waiting for you to lower the price before deciding whether to purchase an item from you. See the key tip in make your presence known if you want to make a quick sale.
This answer depends on what exactly it is that you’re selling and how much you’re selling it for. Some people have items listed for a whole year before they see any sign of interest from potential buyers.
You might find that winter-associated items sell faster at the end of the year, and spring/summer items sell well from April to August for example.
You may have heard of the term BNWT, but what does it mean on Vinted? BNWT means ‘Brand New With Tags’. Items that are relatively new generally sell better.
Vinted is oversaturated; tons of items are uploaded daily, so your listing may never/rarely be seen (unless someone searches/filters anything that relates to your listing). Hence why descriptions and titles are important. More exposure = more chances of being seen by potential buyers. You can also follow your family and friends on Vinted if you’re interested in getting your items seen more. You can probably even join a Vinted group on social media sites to share what you’re selling (according to their terms and conditions).
Read the terms and conditions of what you can sell on Vinted itself here. You will be surprised at what you can and can’t sell. Consistently uploading items that violate the terms and conditions will most likely get you suspended from the app.
TAKE CLEAR PHOTOS OF YOUR ITEMS.
Don’t keep your buyers guessing. A photo speaks 1,000 words. Let the photos do the talking.
Add as little as six photos including the front, back, bottom, sizing label (measurements), authenticity card (if prompted), and any damages or imperfections. You can add up to 20 photos so make use of this.
Good lighting is a must. No amount of carrots can help a buyer determine what you’re selling. Daylight is good for photos, but as long as the photo looks like the item you are selling in person, then there shouldn’t be a problem.
A buyer ideally should be able to see a full length photo of the item especially if they are a long clothing item such as trousers, a dress, or a coat.
Keep your photos simple. No other objects are necessary.
Don’t alter your clothes to make them look like something that it’s not (e.g., moving the fabric at the waist so it looks more narrow in the picture), unless you’ve provided unaltered images. It can be misleading.
Take a picture of the item by itself, whether it be on a table, mannequin, or on a hanger. Make sure items are not sprawled out on your floor. Nobody wants your carpet dust. Also, skip wearing your items in photos. Buyers are more likely to purchase clothes that are not being worn in photos, especially if they’re brand new with tags (BNWT).
Don’t use screenshots from original listings/stores, but you can put the name of the item/item code in the description for the buyer to do their own research.
NEW FEATURE 2026 - Vinted has introduced a reverse image search feature. This allows buyers to upload a photo to find similar items instantly, making your lead image more important than ever. If your photos are clear and well-lit, your items will be the first ones to pop up when a buyer is searching for that specific look.
KEYWORDS ARE A MUST.
Use keywords in titles.
The more keywords, the more chances it will show up in searches.
Try using this title template to list your items:
[BRAND NAME] [COLOUR] [*MATERIAL] [ITEM NAME (if it has one)] [TYPE OF ITEM] *with [ADDITIONAL FEATURE]
*not necessary
For example:
Instead of ‘grey hoodie’ → Sisters and Seekers Grey Holy Hoodie with Pockets
Instead of ‘black top’ → M&S Collection Black Cotton Printed Graphic T-Shirt
Instead of ‘RI top’ → River Island Ecru Limoncello T-Shirt
DESCRIPTIONS ARE A MUST.
After selecting the category of your item, select the correct details about your item: size, colour(s), brand, material(s), condition, and price.
Condition - Don’t lie about the item’s condition. If you’re listing an item as ‘new with tags’ or ‘new without tags’ this means that the item has not been used at all, with the exception of wearing it just for the photos on the listing. If you’ve worn the item ‘a couple of times’ then list the item as ‘very good’. There’s nothing more annoying than seeing someone list an item as totally brand new when it’s not. Just be honest! I’ve bought a few BNWT items myself that have smelled very worn unfortunately...
Material - Please add any materials if you can find them on the label. Many people care about what materials they wear these days.
Colour - Add all of the colours on the item.
The ‘describe your item’ section will allow you to put more information about your item in your own words. Goodness me, please don’t use ChatGPT or other AI tools to write a description, it’s not that deep and it just makes your listing look suspicious and somewhat fake. Here, you can tell buyers that you’re open to offers if you are, if you have other items listed (if you do), whether you have a pet-free home (if you do), the original price you got the item for, etc. List any potential problems with your item such as bobbles, loose threads, scratches, or stains. You can also add the item code on the label.
The more description in your description the better it will show up in searches. Trust me. Better visibility is great!
You can also add the ‘trend’ your item belongs to. Is your item suitable for work? Mention that it’s suitable for work. Did you pass your driving test wearing your item? Mention its magical powers. Is it giving early 2000s fashion? List it as Y2K. Is it giving Christmas season? Write that it’s suitable for Christmas.
Try using this ‘describe your item’ template (delete as appropriate):
Hi, I’m selling this [ITEM TYPE] because I don’t want it anymore/it was an unwanted gift/I wasn’t able to return it.
[BRAND NAME, TYPE OF ITEM, COLOUR, SIZE (UK/EU), RRP, ITEM CODE]
BNWT.
Pet-free home.
List any potential problems here.
I’m open to offers.
I’m open to bundles.
I’m selling other items/having a clear out, please look at my other items.
Message me if needed.
Thank you.
ITEM CONDITION.
I’ve read people’s experiences of receiving heavily soiled and mouldy items, items covered in dust, items covered in hair, and so on. Vinted states that your items should be in hygienic condition.
Humans like looking at pretty things. To make your items look reasonable, you can give them a wipe, a lint roll, spot stain removal, give them a wash (remove odours and stains), sew holes, iron them, shave bobbles, wipe dirt, remove stones from soles, tie up laces, wipe inner soles, use paper to keep items in structure, etc. Doing this will make your items look better in photos. Photos will also feel easier to take!
Put your items that you have listed in a clean area away from the clothes you do use, like in a box, separate drawer, room, etc. Somewhere where you can find them easily. This means when you get a sale, all you need to do is package your item appropriately. No faffing or second guessing about the item’s condition or wondering whether you still want it, involved. Act like it’s not yours anymore.
Now... Think to yourself, would you buy clothes/accessories that don’t look so great?
WHAT PRICE DO I LIST MY VINTED ITEM FOR?
Set a reasonable price for your items. See what price the item is being sold at, at other places rather than Vinted such as eBay, Depop, or the original retailer (if still in stock). Buyers can also make offers in which you can both negotiate a price. Offers can only go lower than the price you list the item for, generally speaking. Take into account if the item is new, rare, still in store, worn, damaged, etc. Sometimes you might even realise that selling your items on Vinted might not be the best option; you might decide to list it elsewhere, donate it, etc.
Keep in mind that buyers go on Vinted to look for bargains (i.e., items that are cheaper than RRP) - List your item at a price that you think is suitable.
Example Description: [Brand name] black cap. RRP: £20. BNWT. It’s all packed and ready to go! Check out my other items please!
MAKE YOUR PRESENCE KNOWN.
Open the app once in a while. Your profile will inform buyers that you’re active on the platform and are ready to be asked questions/respond in a timely manner towards a sale/offer. Would you buy from an account that was last active more than 3 months ago? If buyers see that you haven’t been on the app for quite a while, they might not bother to contact you or purchase your items.
Respond to buyers (nicely). You will get ridiculous questions from time to time, but just acknowledging a buyer’s presence can go a long way with a short and sweet reply.
Poor communication is a turn-off and might drive buyers away.
This proves to buyers that you’re legit, not spam, and not a robot.
On your profile, add a profile picture (anything but the grey person icon) and short description (e.g., Hello, I post whenever, offers acceptable, etc.). No need to add your location or real name to your profile.
Turn on ‘holiday mode’ if you will not be able to send items out. If you miss the ‘send your item off’ period, the sale will get cancelled.
As a buyer, it’s a good idea to send a message to sellers asking if they’re available (if they haven’t been on the app for months), in case you make a purchase and then you realise that the seller is probably not going to acknowledge a notification, don’t read their emails, deleted the Vinted app, etc.
Quick sale tip: If you want to make a sale fast, and notice that someone has liked your listing (therefore shown interest), go ahead and message them an offer. They might just accept it. Don’t harass them though, not cool.
PACKAGING.
Package your items properly so that they aren’t damaged in transit. Items can be placed in a box or a bag like the ones you get clothes in from online shopping. Obviously don’t put something small in a large box; use a suitable size for the item you’re posting.
If you ever receive any packages in the post, it’s a good idea to keep the packaging. The next time you receive a package, open it carefully so that you can reuse the packaging to package your very own items. You don’t need to buy packaging with this method. Surely you have a bag of bags somewhere, or a box of boxes (if not, it’s a good idea to keep some if you can). You can get a marker to cross out any sensitive information such as your address and old shipping labels (or you can use a tiny splodge of nail varnish remover/sanitiser, but wait for the residual ink to dry so that it doesn’t smudge on you or your item).
Recently I’ve seen that people are using empty cereal boxes and tea boxes. Honestly, it’s fine to use whatever as long as it gets your items to the buyer safely and securely.
Kellogg's Corn Flakes...
Someone has taken the time to purchase your item so show some consideration by packaging your item appropriately. Slapping your item in a torn up, worn out, musty Tesco carrier bag will probably land you with a negative review. Think to yourself, ‘Would I be annoyed if I received this item in this packaging?’ (especially if it’s on the pricier side; £10~€15~$15). Put your items in suitable, clean, and durable packaging that will not get wet, destroyed easily, and is not see-through.
No crisp packets please.
Last resort, if you don’t have any suitable packaging around, you can purchase packaging from your local post office (boo to single use plastic!!!). The thing with this method is that if you're using Vinted to make a profit and sell items for £1-£5, are you really making a profit?
Before you seal your item, it would be a good idea just to take a quick photo of it, just for piece of mind, or if there's a dispute.
If you’re printing your own label at home, make sure that you don’t stick tape over the barcode/QR code.
If you’re printing your label off in store and have multiple items, it’s a good idea to place a sticky note on them so you know which is which (don’t want to send the wrong item!).
Bags you can reuse.
More bags.
LEAVE A THANK YOU NOTE (If you want...).
It’s recommended that you leave a note in the package with your Vinted username and a thank you to remind buyers exactly what they’ve bought in case they’ve bought many things at once from other sellers. This encourages buyers to leave positive reviews (most of the time). If you’re printing or writing a note, make sure the ink has dried fully before you place it with the item. You don’t want any oopsies. The note doesn’t have to be extravagant, here’s an example of what to write:
Example Note
Hello [Insert buyer Vinted username],
Thank you for buying my item. I hope it arrived safely.
Thanks,
[Insert your Vinted username]
You don’t have to go all out on leaving a note. A sentence will do.
I’LL JUST TAKE THE ITEMS THANKS, NO TREATS PLEASE.
Don’t place any food items in your package, although it may seem like a kind gesture. Firstly, it can be seen as inconsiderate if the buyer has certain dietary requirements. Secondly, would you eat food from a complete stranger? (If you want to that’s fine, no judgement). And thirdly, if it were a hot season, or the delivery driver has their air con blasting in cold weather, think about what could happen to a chocolate bar.
Although you’re technically not ‘selling’ any consumables; you’re not actually allowed to sell consumables on Vinted.
You’re on Vinted to sell your item, and your item only.
P.S. Seen this on TikTok lately... please do not spray perfume on your items either.
CHOOSE THE CORRECT POSTAGE METHOD.
You must understand how postage on Vinted works and how to post your item off.
Select a postage method that you’re comfortable with, from InPost to Evri. If you’re in the UK, Royal Mail is a little more complicated as your shipping label is not autogenerated by the Vinted app.
Ask yourself, can you get to the post office/postal service within a reasonable time? Is the distance suitable for you? Do you know if there are printing facilities there? Do you need to print the label yourself or at a store? What will you do if no locker space is free? Is it easily accessible? Does it make sense to you?
Buyers pay for the label and delivery, the seller’s job is to print the label and send the item off properly packaged.
Items are most likely tracked so both you and the buyer can see where they are.
Updated (August 2023): Vinted made a change where parcel size may be automatically selected - You may not have to choose yourself.
Before (August 2023): Once again, list the correct postage cost - You don’t want your buyer to pay extra fees for collecting their package. It can be disappointing for a buyer to find out that they have to pay an extra fee to collect their package at the delivery office. If this actually does happen, and a buyer refuses to pick the parcel up, it will be sent back to the sender’s address after a certain amount of days (Royal Mail). The refund process for Vinted can be avoided if you list your item correctly and have good communication with your buyer.
If you need any help with complaints, use the ‘contact us’ feature on the Vinted app.
Send your items off within one to two days. There is a timeframe where Vinted expects you to send your items off. Sending them off as soon as possible means that your buyers are more likely to be satisfied and leave a good review for other prospective buyers to see.
Keep the proof of postage receipt for future reference.
RECEIVE REVIEWS.
Once buyers mark that their item has arrived and it’s in good condition, they are prompted to leave a review. If they don’t you will get a autogenerated review and you will shortly be able to withdraw funds to your chosen bank account.
Reviews show that you’re a real person with legit items to sell and are worth buying from.
WHEN IS THE BEST TIME TO LIST ITEMS?
List items when people are more likely to be online/on the app, such as on evenings, weekends, and holidays. ‘Payday’ (usually at the end of the month) is a great time to list as well.
It’s best to sell items at the right time, for example, winter coats in winter, swimsuits in summer, etc.
If you have a ton of items to sell (I mean more than 10), it’s best not to list them all at once. You can lose momentum and get bored pretty fast when you have to take multiple photos, write a description, choose the features, find the right photos, and so on.
CONSIDER BUNDLING YOUR ITEMS.
Bundle your items if you’re selling a lot of similar items. Someone could be interested in buying more than one thing from you. When you bundle items, you can sell them at a discounted price altogether.
PROMOTE YOUR LISTINGS.
If you really want to get your items seen more (or sold faster), there are three ways to promote your listings (for a fee though). You can choose to bump items, spotlight your wardrobe, or create collections. You will find these features on your profile page - Find the blue tab saying ‘Promote your listings’. As mentioned previously, more views means a greater likelihood of your items being sold. However, promoting your items does not guarantee that they will be sold. It will just place them in areas with more traffic.
Should you promote your items? Read the last two sentences again.
Vinted sometimes offers these promotions for free - Keep an eye on your inbox for messages from Vinted.
BUMP ITEMS (NOT FREE)
You can choose to promote individual items on Vinted. This effectively increases the item’s visibility by showing it right at the top of search pages.
SPOTLIGHT WARDROBE (NOT FREE)
If you spotlight your wardrobe, several of your items are shown to relevant buyers on their homepage and in between search listings. Buyers can scroll through these items and have the option to click on your profile.
COLLECTIONS (NOT FREE)
Introduced in Spring 2024, create collections is a new feature on Vinted. You can organise your listings like a Pinterest board basically. Collections can be shown on the homepage - the first page people see when they open the app. Hence the importance of listing your items with good quality photos.
It’s like a bundle and spotlight working together.
You might list all of your coats together in one collection, or maybe holiday clothes, jeans, work clothes, shoes, gym clothes, etc. It’s up to you.
FAQs
DO FOLLOWERS MATTER?
No, followers do not matter. You can sell items successfully on Vinted without having followers. However, if you consistently sell similar items (e.g., of the same category, style, ‘aesthetic’, theme trend, etc.), having followers can be an advantage.
WHY IS MY ITEM NOT SELLING FAST?
Probably too expensive.
No one is searching for your particular item.
Probably niche.
Your profile probably looks suspicious.
You have poor reviews, or none.
Your item shows up poorly in search.
You don’t have a ‘trendy’ item that’s high in demand at the time of upload.
You need to be patient and wait.
Possible algorithm changes.
Buyers may be waiting to purchase it.
Buyers are waiting for you to reduce the price.
CAN SOMEONE SEE IF YOU VIEW THEIR VINTED PROFILE?
No!
Thank you for reading. :)
Not sponsored by or affiliated with Vinted.
Does Underwear Matter?
WHAT DID YOU SEARCH TO END UP HERE?
Hmm…
With i-D declaring that frumpy underwear is officially in according to SS23 runway collections, let us delve into the world of sorting our underwear drawers out for 2023, yeah?
Undies, panties, intimates, pants, garments, bloomers, knickers... whatever you call them, you're surely wearing a pair right now? Imagine this: When was the last time you decided to assess and throw out your old underwear? Not sure?
According to TikTok, you should be throwing out your underwear every 6 months. 6 months? I've got underwear in my drawer from 10+ years ago. Now I'm being pressured to purchase underwear every 6 months?! When you're looking for sound information, TikTok is certainly not the place to go. What were times like before TikTok misinformed the masses?
Gynaecologists advise there's no reason to be getting rid of your underwear so often.
One of my new year's goals is to sort my life out - and within that is sorting out my (dreaded) underwear drawer. The act of organising and sorting out this specific drawer is a process that I tend to ignore for as long as possible. I've been holding on to 30 odd pieces of underwear for a veeeeeery long time now. I have a go-to pile, a period pile, and a lone, forgotten pile that sits at the back of my drawer in their very own clique.
There are mainly five reasons why I keep my (old and tatty) underwear, these include:
I don't know what to do with them;
I keep worn out underwear for specific days of my cycle so that I don't care if they get stained;
It is wise to have back-ups. I saw this meme a while ago that people pack an extra five pair of underwear on holiday in case something unfortunate happens... Although I abide by this rule, I haven't experienced the need for an extra pair;
Buying new and good quality underwear can be expensive! And they're going to get stained at some point as well; and
They still function as they're meant to. So it doesn't make any sense to buy new underwear when it's not necessary to do so.
I'm a big advocate for using my clothing until it's no longer appropriate to wear and/or repair, but I question what benefits it can bring if I update my underwear drawer. My dream underwear drawer (yes), would look like this:
It would make me look and feel good for myself;
It would consist of 14-20 pairs of good quality, comfortable, and reliable underwear that will last me a long time. With my clothes, I've been into less is more lately; and
It would provide me with stress-free periods where I'm not worried about whether or not pads adhere to my underwear, uncomfortableness, or leaks when carrying out my day-to-day business.
After deciding to finally deal with said drawer, I'm going to let you in on the benefits of doing this:
I Feel More Confident In Myself
Lingerie is a tool to help us express how we want to be seen by others (i.e., social identity), and also how we want to feel internally (i.e., satisfaction and comfort) (Jantzen et al., 2006).
Although your underwear is one of those clothing items that are usually not seen by other people, they are in fact seen and felt by you as their wearer. I've recognised that I definitely feel a lot more confident knowing that I'm wearing gorgeous underwear that is comfortable and suits my body. Go ahead, rock those marvellous Marvel underwear during your big presentation if you like them.
Wearing underwear that suits you will make you feel more confident. Underwear that has lost its elasticity loses its purpose because it no longer supports or fits you correctly. Because my underwear now are a better fit, I feel more comfortable in my clothes and no longer worry about panty lines. One thing I cannot stand is underwear that is too tight causing bulges.
One thing to keep in mind is that comfort goes a long way past looks. Underwear serves us for practical reasons mostly... Don't feel pressured to look like someone else or expect to look like someone else because you bought into advertised underwear. Wedgies certainly don't make me feel confident, don't feel cool and are not something you want to be thinking about when you're going about your business. Dress you, for you.
A recent study has shown that women wear underwear to feel 'sexy', 'desired', and 'aroused', especially when in a romantic relationship (Craig & Gray, 2020).
Less Clutter Means More Space
What is this? I can finally close my drawers? Sorting out my underwear drawer has given me more space. There is no more messy, crammed, unfolded pile of underwear looming in the dark of the drawer obstructing me from fully opening them out.
I Feel Less Embarrassment
I get embarrassed hanging my underwear to dry inside/outside because of stains (i.e., blood and discharge) and holes. You'll only understand this when you live with other people. No matter how well you care for and wash your underwear, there will always be stains and holes at some point. That's life and there's nothing to be ashamed about! The reality is, this happens to all of us although we don't necessarily have the opportunity to admit it.
Holes are a sign that you've worn your underwear very well and it's time for you to get a new pair. Say bye, bye. They are no longer serving you purpose (think of wearing a slice of Swiss cheese).
I now feel proud to hang my underwear outside and let them harness the sun's energy to dry (on the odd occasion where the weather is good though).
I've Learned to Appreciate My Clothes More
Knowing that I've bought good quality underwear, I tend to take better care of them. I now fold them neatly and arrange them in neat piles. Some people find putting clothes away to be relaxing. Also, I don't stick them in the dryer anymore where they always tend to shrink. I used to chuck my underwear in their designated drawer and call it a day.
Purchasing clothes has never been easier than it is today with just one click of a button. Unfortunately our clothes today take a long process to get to our doorsteps. We don't necessarily think about or see this process for ourselves. Our underwear usually goes through such a process where it gets manufactured in other countries by underpaid and overworked labourers, gets packaged in plastic, takes a couple of trips in a cargo airplane, gets transported via lorry to a distribution centre or a warehouse, then from there gets distributed to stores or to our homes. When we're done with our clothes, we just chuck them in the bin where they are then once again transported via lorry to landfill and left to cause pollution. And this is just a simplified version of events.
With this, I no longer purchase cheap, poor quality clothing that has no chance of surviving the next 5-10 years. In the literature, it appears that when products are of greater quality, consumers develop greater attachments to them; which means that products aren't disposed of as often (Niinimäkia & Hassi, 2011). Having high levels of clothing sustainability knowledge has an influence on our clothing disposal behaviours (Yan et al., 2021).
Taking the time to appreciate what you have goes a long way and makes you more conscious of how you treat your belongings in the long term.
The Stress of Choosing Which Underwear To Wear Is Gone
One of my least favourite parts of the day is choosing what outfit to wear the next day. After reorganising my underwear drawer, choosing underwear is now a breeze as I don't have to think about whether panty lines will show or if colours will come through. I don't have to think hard about choosing which underwear to wear anymore! Less time is wasted on something that isn't really important.
I Have No Guilt Getting Rid of Them
Because underwear is something seen as so intimate - I didn't know what to do with my unwanted underwear at all. If you're not sure what to do with underwear you're not keen on, there are a handful of things you can do with them which doesn't include just throwing them in the bin. Surprisingly, it has been shown that how involved you are with 'fashion' influences how you deal with your unwanted clothing. It has been shown that those more involved with fashion are more likely to resell, swap, or take back their unwanted clothes with the majority of us either just donating or disposing of them (Weber et al., 2017).
If you have bought underwear and not used them - Consider listing them on a second-hand clothing site (read their terms and conditions before on intimates), donating them to a charity, giving them to a relative or friend (this one can be weird if you view it that way), and using them as materials in arts and crafts. You can also repurpose them to make pet toys, hair accessories, and anti-chafing bands if they are lace.
If your underwear is used, see below, or reuse unsoiled parts of them in arts and crafts (washed of course).
If your underwear is ready to be disposed of, don't just throw them in the bin. Instead, take them to a textiles recycling centre. Textile recycling has come a long way.
If none of these options appeal to you then there's maybe a Facebook Group out there that will kindly accept your underwear (in whatever form).
The Take-Home
When you have the time, sit down and sort out your underwear drawer. Pull out your drawer, rest it on your bed, take all of your undies out. Then one by one, fold your underwear and arrange them nicely. As you go through each piece of underwear you own, keep in mind whether or not it serves you purpose.
Craig, L. K., & Gray, P. B. (2020). Women's use of intimate apparel as subtle sexual signals in committed, heterosexual relationships. PloS one, 15(3). https://doi.org/10.1371/journal.pone.0230112
Jantzen, C., Østergaard, P. & Vieira, C. M. S. (2006). Becoming a ‘woman to the backbone’: Lingerie consumption and the experience of feminine identity. Journal of Consumer Culture, 6(2), 177-202. https://doi.org/10.1177/1469540506064743
Niinimäkia, K. & Hassi, L. (2011). Emerging design strategies in sustainable production and consumption of textiles and clothing. Journal of Cleaner Production, 19(16), 1876-1883. https://doi.org/10.1016/j.jclepro.2011.04.020
Weber, S., Lynes, J. and Young, S. B. (2017). Fashion interest as a driver for consumer textile waste management: reuse, recycle or disposal. International Journal of Consumer Studies, 41, 207-215. https://doi.org/10.1111/ijcs.12328
Yan, R., Diddi, S., & Bloodhart, B. (2021). Predicting clothing disposal: The moderating roles of clothing sustainability knowledge and self-enhancement values. Cleaner and Responsible Consumption, 3. https://doi.org/10.1016/j.clrc.2021.100029
Easing Off Fast Fashion Trends
PLASTIC GALORE!
Please re-use these bags.
One of my favourite programmes at the moment is ITV's Dress To Impress (reruns). It’s a reality series that involves three contestants battling it out to impress a singleton by finding them an outfit according to a brief. What really happens though is that the contestants don't listen to the brief and buy what they want instead. The programme features a lot of clothing that were trendy at the time it was filmed. Sometimes I shriek when I see what trends were worn back in the day. It's got me thinking about issues around fast fashion. I’m ashamed to say that there are many clothing items in my wardrobe that were trends at one point in time and that I’d be embarrassed to wear today.
Do we really need to wear clothes that are in? Why can’t we just have our basics and be done with it?
Fast fashion refers to the clothing industry's business model of replicating and mass-producing recent catwalk trends and high-fashion designs, at a low cost, and in a really short space of time. Trendy clothes at cheaper prices. Some fast fashion brands include SHEIN, Boohoo, H&M, Urban Outfitters, Uniqlo, and Primark. There are many issues surrounding fast fashion such as poor working conditions, exploitation, negative environmental impact, green-washing, and overconsumption, just to name a few.
The fashion industry is one of the most polluting industries in the world. We can’t really blame consumers for purchasing fast fashion because some consumers may not be able to afford well-made and long lasting clothing that usually comes with a high price tag. What can consumers and businesses do to engage in and promote sustainable practices in fast fashion?
There are many issues surrounding fast fashion such as poor working conditions, exploitation, negative environmental impact, green-washing, and overconsumption, just to name a few.
Explore sustainable behaviour framework
How can a consumer be nudged to make sustainable choices? White et al. (2019) have developed a framework, named SHIFT, to encourage sustainable consumer behaviour change. SHIFT implies that consumers are more persuaded to engage in pro-environmental behaviours when the context influences psychological factors being, social influence, habit formation, individual self, feelings and cognition, and tangibility (White et al., 2019). Social influence – Consumers are impacted by the presence, behaviours, and expectations of others. Habit – Many sustainable behaviours involve repetition. It is suggested that to encourage consumers to repeat sustainable actions, actions should be easy to perform, and consumers could be offered incentives and/or feedback. The Individual Self – Who we are as an individual influences our behaviours. This factor involves self-concept, self-interest, self-consistency, self-efficacy, and individual differences. Feelings and Cognition – Our thoughts and feelings help us to evaluate sustainable actions. Self-transcendence and openness to change values have a positive impact on consumers' levels of ethical concern towards welfare (human and animal), and the environment. It has been found that an individual's level of concern towards animal welfare and the environment positively influences a consumer's likeliness to purchase ethically marketed fast fashion (Stringer et al., 2020).
SHIFT implies that consumers are more persuaded to engage in pro-environmental behaviours when the context influences psychological factors.
Have a try at curating a capsule wardrobe
Little to no research has been carried out on the effects of owning a capsule wardrobe. Recently, Bardley et al. (2022) investigated the effect of a 3 week capsule wardrobe on 10 female participants. To put it simply, the capsule wardrobe is a limited collection of apparel that are of high quality, long lasting, and suitable for a variety of occasions. Usually, capsule wardrobes consist of clothes that complement each other. The capsule wardrobe has gained attention within the past few years because it helps guide consumers to consume less whilst allowing them to explore their style at the same time. The capsule wardrobe positively impacted participants; they felt less stressed about choosing what to wear, they became less attached to fashion trends, and they enjoyed exploring their style. Participants were also more aware of conscious consumption (Bardey et al., 2022).
Of course, buying high quality products may not be suitable for everyone, but high quality products don't have to always be costly. Take a look around second-hand clothing apps - You'll be amazed at the bargains you can find.
Educate ourselves with the facts
Stringer et al. (2022) have found that consumers “perceive worker welfare concerns at both a proximal and cultural distance to themselves, and therefore struggle to connect with the issues associated with modern slavery”. In others words, consumers don’t see modern slavery first-hand and it doesn’t affect them personally. Out of sight, out of mind? Consumers acknowledge that exploitation is common practice in fast fashion to ensure that clothing remains cheap.
Out of sight, out of mind?
Zhang et al. (2021) conducted a study on consumer attitudes towards sustainability of fast fashion apparel in the UK, and found that consumers’ claimed knowledge of sustainability is higher than actual knowledge. Therefore consumers should regularly update their knowledge to avoid being misled by fast fashion companies. In addition, Zhang et al. (2021) state that fast fashion producers should be aware that “female working class consumers in the UK, who constitute a major part of the fast fashion market, are not sensitive to fast fashion products with sustainability features. Excessive emphasis on this could probably harm the market share” (Zhang et al., 2021). In the researchers’ words, females are “less sensitive to prices when purchasing fast fashion products with sustainability features”, and males however, are “more ready to increase their purchases of sustainable fast fashion products than females”.
Spread awareness
According to Chaturvedi et al. (2020), Gen Z consumers have strong ethical and moral values towards protecting the environment, which influences their purchase intentions. They take cost, environmental concern, perceived value, and personal norms into account when deciding to purchase recycled clothing. Because of these factors, the researchers suggest that marketers should provide thorough information about the positives of buying recycled clothing such as how it is produced and how it can reduce negative impact on the environment. Chaturvedi et al. (2020) also recommend that consumers who purchase recycled clothing should be offered rewards such as discounts and gift vouchers.
Ditch fast fashion apps
Limiting your access to fast fashion can save you money… and time. Many consumers regret the amount of time they spend on mobile shopping apps (McLean et al., 2022). McLean and colleagues carried out a study to understand the effects of consumers' interactions with mobile shopping apps (their intentions to reuse them, loyalty towards brands, and brand reputation). The researchers found that the addictive nature of shopping apps led to regrettable escapism. When scrolling through mobile shopping apps, participants enter a ‘flow’ state (i.e., being absorbed and engrossed in an activity). During this period, time feels distorted. As a consequence of spending so much time on these apps, consumers feel guilt and frustration.
The researchers found that the addictive nature of shopping apps led to regrettable escapism.
Be aware that influencers, influence
Social media influencers, generally found on Instagram, YouTube, and TikTok are becoming increasingly popular amongst young people. They have one job to do and that is to influence others. Influencers gain loyal and dedicated followers, which attract the attention of brands. Brands pay influencers to advertise their products and services, especially online fashion retailers. It’s highly cost effective and the need for traditional marketing methods such as television adverts is no more (Sinha & Fung, 2021). Some influencers even create their own brands.
Influencers play a large role in fast fashion, especially on platforms like YouTube. According to Thornton (2021), who studied unethical consumption habits of five fashion YouTubers/influencers, there is a need for fashion influencers to educate their viewers about fast fashion’s impact on the environment. Through 15 videos on the platform, Thornton (2021) found that: fast fashion brands dominate YouTube; YouTubers do not take responsibility for their unethical consumption habits; and no YouTuber successfully avoided making unsustainable fashion choices. If you don’t like the content your favourite YouTuber, or influencer in general is creating, let them know politely in their comments section, or just don’t entertain yourself with their fast fashion videos/content.
Bardey, A., Booth, M., Heger, G., & Larsson, J. (2022). Finding yourself in your wardrobe: An exploratory study of lived experiences with a capsule wardrobe. International Journal of Market Research, 64(1), 113-131. https://doi.org/10.1177/1470785321993743
Chaturvedi, P., Kulshreshtha, K. & Tripathi, V. (2020). Investigating the determinants of behavioral intentions of generation Z for recycled clothing: an evidence from a developing economy. Young Consumers, 21(4), 403-417. https://doi.org/10.1108/YC-03-2020-1110
McLean, G., Al-Nabhani, K., & Marriott, H. (2022). 'Regrettable-escapism' the negative effects of mobile app use: a retail perspective. Psychology and Marketing, 39(1), 150-167. https://doi.org/10.1002/mar.21584
Sinha, J. I. & Fung, T. T. (2021). How Social Media Micro-Influencers Are Disrupting the Business of Youth Fashion. Rutgers Business Review, 6(1), 44-50.
Stringer, T., Mortimer, G. & Payne, A. R. (2020). Do ethical concerns and personal values influence the purchase intention of fast-fashion clothing? Journal of Fashion Marketing and Management, 24(1), 99-120. https://doi.org/10.1108/JFMM-01-2019-0011
Stringer, T., Payne, A. R. & Mortimer, G. (2022). As cheap as humanly possible: why consumers care less about worker welfare. Journal of Fashion Marketing and Management, 26(4), 717-737. https://doi.org/10.1108/JFMM-06-2021-0158
Thornton, I. (2021). “That is a Huge Wardrobe and Clothing Mistake!": The Unethical Consumption Habits of YouTube's Fashion Influencers and the Environmental Consequences of a Disposable Lifestyle. Pell Scholars and Senior Theses, 136.
White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework. Journal of Marketing, 83(3), 22-49. https://doi.org/10.1177/0022242919825649
Zhang, B., Zhang, Y., & Zhou, P. (2021). Consumer Attitude towards Sustainability of Fast Fashion Products in the UK. Sustainability, 13(4), 1646. http://doi.org/10.3390/su13041646