Trade Me has launched its first-ever pop-up laundromat alongside its annual Circular Economy Report, which found that secondhand shopping is more popular than ever
With 87 percent of Kiwi shopping secondhand in the past six months, Special PR was tasked to develop and execute a campaign that championed these results, culminating in Trade Me’s Secondhand Spin.
Alongside the significant rise in secondhand shoppings’ popularity, Trade Me’s annual Circular Economy Report also found that the average Kiwi has around 11 pieces of clothing they no longer want or wear, which could make them $300 by decluttering their wardrobes.
The secondhand market has also seen an 11 percent increase in purchases since 2019, with the cost of living motivating more Kiwi to shop secondhand. Almost half (43 percent) of people who have items to clear out agree that the rising cost of living has made them buy more secondhand items.
Ninety percent of Kiwi are also more likely to purchase a pre-loved item if it is well-presented in its listing. So, to ensure Kiwis make the most out of the items they’re selling, Special PR and Trade Me launched a pop-up ‘laundromat’ where sellers can bring in their pre-loved clothing and accessories for a refresh and revamp and to receive expert advice on how to get their items auction-ready.
The pop-up, titled ‘Secondhand Spin’, and situated in Newmarket, Auckland, has several styling stations, where customers can steam, press, lint roll and fragrance their garments. Onsite listing experts will be on standby to advise people on how to make their items auction-ready. There will also be a photography wall featuring a seamless canvas to shoot garments against with an interchangeable backdrop, allowing customers to play with colours and props to make their items pop.
The initiative is supported by brand ambassador and iconic Kiwi designer Juliette Hogan. Hogan has long been an advocate for circular and sustainable fashion.
Trade Me’s Brand, Marketing and Communications Director, Sally Feinson, says, “For 25 years, Trade Me has played a crucial role in enabling millions of Kiwi to actively engage in the circular economy. We introduced our inaugural Circular Economy Report in 2019, exploring the patterns of how, where and why Kiwi are buying, selling and trading their secondhand items.
“This year we wanted to bring the report to life and link to our brand strategy ‘a platform of possibility’ and Special PR have helped us do that, sparking conversations with our customers on the significance of buying and selling secondhand. We first worked with the Special team back in January of last year for the execution of Everyday Runway – our first Circular Economy campaign.”
Natasha D’Souza, Special PR’s Senior Account Director, adds: “Over the last 12 months, we have worked with Trade Me on several unique and thought-provoking campaigns. From executing New Zealand’s first ever biddable fashion show to releasing a line-up of the most amazing jobs on the site to help Kiwi embrace the new. We are hoping that the launch of Secondhand Spin encourages people to consider the circular fashion economy and feel empowered to buy and sell secondhand.”
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