Brand and retailers with an eye on the future are connecting with resale marketplaces to find mutually beneficial ways to work together—and there are many. We also know the perception of resale is changing, with conscientious consumers looking for simple, accessible, and eco-friendly shopping alternatives. That’s where Kidizen delivers the greatest value for our partners.
We believe the future of retail will depend on communities that go beyond sharing reviews or ratings; they must be part of the larger e-commerce ecosystem. When combined, this community-driven resale marketplace can:
1. Attract and retain customers you might have otherwise lost after their first purchase;
2. Build buying confidence to drive repeat conversions; and
3. Lower your cost to acquire new customers.
Resale vs. Retail
Reports estimate apparel resale is on pace to overtake all other ecommerce categories over the next decade, with today’s $20 billion dollar market projects to exceed $41 billion by 2022. If your customer isn’t here yet, she will be soon.
Types of Resale Marketplaces
We are truly in a golden age of shopping, and resale shopping in particular, with dozens of different ways to acquire secondhand clothing and accessories. In addition to traditional thrift stores, there are swap events and consignment sales, auction sites like eBay, digital marketplaces, and consumer-driven Buy, Sell, Trade (BST) groups on social media sites where transactions take place in the comments of shared posts. What really differentiates these marketplaces is the level of convenience, value, quality of inventory, and security for consumers. In this case, we’ve broken out three:
This type of marketplace connects two people at an individual level to sell and buy a product; it gives sellers the chance to set their own prices, decide what is worth selling, and offer purchasing incentives like discounts, bundling, or free shipping. This type of marketplace is ideal for growing communities because of the personal nature of each transaction. At Kidizen, many of our top sellers speak to friendships sparked over a single purchase and nurtured in our community. One of the only difficulties within this type of marketplace is the education required to ensure a seller effectively handles shipping, customer service, and any support issues related to essentially owning their own business. This can be easily managed with a robust seller handbook, forums where sellers can ask questions and get advice, and when all else fails, a trustworthy partner to intervene on their behalf following more technical customer support issues.
The experience of an augmented resale marketplace is not unlike many of your favorite multi-brand hubs: they are curated, have many categories and brands to shop from, and usually provide some ability to personalize your search. They often claim to offer items of higher-quality, but in reality these companies tend to focus on steep discounts and quantity over quality.
In resale specifically, many of these sites operate as consignors, inviting consumers to send in their used clothing and accessories with the promise of compensation if their items are chosen to be resold through the site. It loosens the barrier to participation, but at a cost. Many consumers report being paid a fraction of what their items might have sold for if they’d priced them individually; and because there is no reference to previous owners, community between individuals inside the marketplace is difficult to forge.
If you only imagine a garage sale when you hear the words secondhand or resale, you’re missing one of the most popular ways consumers are shopping for gently-used, brand-name items at physical locations: swap events and consignment sales. These events bring consumers together around a particular category with fanfare: hundreds of sellers come together to present their items while shoppers browse, partake in food and drink, and socialize with others. It’s a great way to get many of your customers together in one place, but swap events don’t happen every day, leaving buyers and sellers looking for alternatives that better fit their schedules and locations.
What Makes Kids Resale Different
The secondary market for kids clothes and accessories is deceptively robust. You might imagine piles of used items in varying stages of damage (pants with holes in the knees might come to mind) with thousands of listings in the Kidizen marketplace, we can assure you, that cannot be further from the truth. In fact, the nearly half a million moms who use our platform take pride in the upkeep of their kids’ belongings with 87% items listed with minor wear as “Very Good” or better.
Through our community we’ve also learned parents want to invest in clothing and accessories that are made to last, not just for a season but for each sibling that might receive them in years to come. More than that, parents are purposely looking for brands in primary markets that offer higher-end children’s clothes and accessories that are an investment, knowing they will resell them later. They are more likely to keep them in better condition because they are paying more upfront for quality items.
Other reasons why the kids resale market deserves a second look from your brand:
1. Consumer-driven BST groups are largest and have the most engagement around niche categories of kids’ clothing and accessories. For example: Tula, is a small company that sells high-end baby carriers, but it has over 125k members in just one of the 50+ Tula-specific BST groups on Facebook.
2. The need to remove outgrown kids’ clothing and accessories from closets is a true pain point for parents. More than simply wanting to declutter, the buildup of apparel as kids grow can be staggering for parents who don’t have the resources to sell it. Many turn to landfills in desperation.
Who Buys Resale
Generally speaking, the audience that shops resale is getting younger and more affluent, and they are receiving more education; Kidizen’s community members are no different.
The number of parents, and moms in particular, who shop resale continues to grow, making it clear where their preferences reside: guilt-free shopping and quality without sacrificing price. When they discover this can be done within the safety of Kidizen’s empowering mom community, they are quick to share it with friends, setting up their own shops to take better advantage of the platform.
For more information on moms who shop resale—and what they want you to know about how they buy—visit our post on 7 Things Your Customers Want You to Know About Resale.
The Resale Opportunity for Brands
The kids resale category is one of the biggest opportunities for brands to differentiate themselves from competitors while gaining the loyalty of families for decades, and potentially further. With kids outgrowing more than seven sizes in their first two years, no other vertical drives as many repeat purchases in such a short timeframe. More than that, we know parents shopping for their kids want a brand they can trust to turn to again and again; this is where a resale partnership can work to your advantage.
There are many pathways to customer loyalty through resale—and Kidizen is proud to offer several programs to support these initiatives. The first and most significant tool for brands with an eye toward the future of retail is our Brand Loyalty program, though we also recommend the addition of Brand Marketing to round out your presence in our marketplace.
Brand Loyalty with Kidizen
Our Brand Loyalty program has been proven to:
1. Increase brand awareness;
2. Drive new customer acquisition; and
3. Increase ongoing purchase frequency for our brand partners.
This is achieved through a series of rewards that incentivize users on Kidizen’s platform to shop, sell, and share items from your brand. When a transaction takes place and perks are awarded, we then drive traffic to your primary site where new customers can redeem gift cards. Afterward, they are encouraged to relist in Kidizen’s marketplace, thereby increasing your inventory and the likelihood of organic brand discovery by new customers.
Brand Marketing Support
The Brand Marketing program is a great way to support the groundwork laid by our Brand Loyalty initiative. It operates as an extension of your own marketing team on our platform, generating brand awareness for new customers and engaging existing customers to keep you top-of-mind when they come to shop with us. This is achieved through a...
1. Dedicated home page for your brand in our marketplace (available via iOS, Android, and web) where you can post images and information to engage your customers directly;
2. Community feed where customers can post their own photos, ask questions, and see pre-loved listings from your brand; and
3. The choice to “follow” your brand to be the first to receive news and updates from you.