The Challenge

WRAP, a global NGO driving sustainable consumption, commissioned DJS Research to explore how preloved clothing platforms could better appeal to consumers who had never previously purchased second-hand clothing online.

WRAP sought to understand the attitudes and behaviours of non-users of online preloved clothing platforms.

The objective was to identify barriers to engagement and pinpoint opportunities to make preloved fashion a more mainstream and appealing choice, particularly for first-time buyers.

The Approach

We conducted 29 in-person accompanied surfs with eye-tracking to understand how preloved websites are used and where the friction points are for new visitors.

A follow-up online survey was used to assess any shifts in behaviour post-research.

The study targeted individuals who had never bought clothing from preloved websites/apps, using COM-B behavioural theory to guide analysis.

The Results

The research highlighted key barriers to preloved adoption, including low awareness, concerns around hygiene, return policies, and product quality.

It also revealed that clear presentation, professional branding, and trust signals (such as charity or brand affiliation) significantly improve user confidence.

WRAP