Patagonia is cashing in on the normalization of secondhand clothing

February 26, 2021 | Case Study

Alternative business models like resale, renting, and reuse platforms, including thredUP, Poshmark, Depop, and The RealReal, have quickly gained popularity and market share in the apparel industry. Resale and reuse business models are increasingly displacing apparel sales by profiting off brand-name clothing and accessories. Here, we see Patagonia participate in reuse through its partnership with Trove (previously Yerdle) for its Worn Wear product line. Trove has also worked with others like REI's Good & Used and Eileen Fisher's Renew. Patagonia is now normalizing secondhand commerce. What once was an experiment hidden at the bottom of Patagonia's web site is now integrated into the shopping experience.