Imagine a shopper finding a dress she likes. She thinks this could be the perfect one to wear to her friend’s wedding. It’s expensive, but elegant. She only has one question.
A new startup designed an entire system that can support the only acceptable answer in this economy, and that is a resounding “yes.”
It’s called the Presale Marketplace, the first ever online platform to usher in a new way to shop: list a piece before you buy it, see who wants it next, and check out with the next sale or rental already lined up.
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“We’re targeting Gen Z and young millennial women,” said Katie Pfleger, who co-founded Trace, the New York-based startup behind the Presale Marketplace. “We’re targeting someone who loves fashion, wants to be able to wear and access fashion, but without having to like front the cost of every single piece.”
Gen Z loves to shop preloved fashion. According to a U.S. survey from post-purchase platform Seel, no other demographic bought as much secondhand clothing online in 12 months as Gen Z (57.4 percent) followed by millennials (52.8 percent). By comparison, only 26.2 percent of Gen X consumers, aged between 46 to 61, said they thrifted online during that period.
It remains to be seen, however, if Gen Z’s preference for secondhand shopping still holds when the equation is flipped.
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