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Покупают Gucci и охотятся за no name-украшениями: The Real Real рассказала, как миллениалы и поколение Z изменили ресейл всего за год

27.08.2021

Мода

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Стиль жизни

Американская ресейл-площадка по продаже люксовой одежды и аксессуаров The Real Real опубликовала отчет о том, как в 2021 году себя чувствует индустрия ресейла и как пандемия повлияла на наше желание покупать и продавать вещи. Публикуем самую интересную статистику. Все исследования основаны на потребительских привычках 23 миллионов пользователей The Real Real.

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Поколение Z

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+110%

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+50%

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Миллениалы

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В резюме президент компании Rati Sahi Levesque отметила, что они заметили рекордный рост пользователей сайта. За прошлый год к нему присоединилось 6 миллионов новых пользователей. Опытные покупатели стали еще больше интересоваться инвестициями в предметы роскоши, причем внушительный процент здесь теперь составляют представители поколения Z и миллениалы. Также вырос спрос на уличную одежду — многие черпают вдохновение из прошлого и ищут вещи в соответствующей стилистике.

По статистике TRR, в первой половине 2021 года 45% всех активных продавцов на сайте не пользовались услугами проекта ранее. А возраст людей, котором интересен ресейл, уменьшился. Теперь внушительная часть пользователей — молодые люди от 18 до 34 лет.

3% покупателей сказали, что решающим аргументом для покупки вещей стало их внимание к состояние окружающей среды. 40% отметили, что покупки на TRR заменили им масс-маркет.

Что покупают?

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В пятерку самых популярных брендов вошли (в порядке убывания): Louis Vuitton, Gucci, Chanel, Prada, Dior. Интерес к винтажному Dior вырос на 747% – как следствие, он впервые за долгое время вытеснил из подборки топ-5 Hermes.

LOUIS VUITTON

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DIOR

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GUCCI

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CHANEL

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PARDA

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<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/CSZkNCFNgfP/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="13" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CSZkNCFNgfP/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CSZkNCFNgfP/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Gucci Official (@gucci)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

Но самым продаваемым и покупаемым брендом стал Gucci. И за это говорят спасибо поколениям Z и X, которым кроме Gucci также интересна покупка кроссовок, блейзеров и блузок, трикотажа, топов и джинсов скини. Самые интересные категории: винтажные мюли, кроп-топы и топы с завязками, коктейльные кольца и мини.

<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/CRtYtnjNA0h/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="13" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CRtYtnjNA0h/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; 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<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/p/CRJ82RfFwnV/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="13" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CRJ82RfFwnV/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; 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Еще один яркий рост — у марки Telfar. Начав с коллабораций с UGG и Converse, Telfar стала компанией, аксессуары которой все хотят купить. Стоимость популярной модели The Small Shopping Bag за год выросла в три раза на The Real Real. А в рейтинге сумок модели бренда сместились с 222 места на 54-ое.

Ювелирные украшения

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И здесь вас ждет сюрприз. Самый востребованный бренд — Chanel, а вот на втором месте — no name-украшения, которые могут подчеркнуть индивидуальный стиль и существуют в единственном экземпляре. Дальше следуют — Louis Vuitton, Gucci и Hermes.

Сумки

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Винтажные сумки в отчете назвали новой умной инвестицией, на которую обратили внимание теперь и поколение Z, и миллениалы. Здесь лидируют модель Jackie от Gucci, Сhanel Flap Bag, Speedy 30 от Louis Vuitton и Hermès Constance. Впрочем, к Birkin и Mini Kelly интерес тоже только растет.

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