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Second-hand clothing is experiencing a boom in Spain, when just a few decades ago it was considered a marginal and somewhat outdated practice, associated with a minority. There is ample evidence to support this upward trend, as indicated by several consumer reports that ensure that the second-hand clothing market has great potential in the next five years. It is also evident in the success of buying and selling platforms that triumph among users such as Vinted, Wallapop or Vestiaire Collective, for more exclusive consumers. This boom is not limited only to the streets, but has also reached the catwalks. Precisely, second-hand clothes were the absolute protagonist in the 080 Reborn parade, organized last October by the 080 Barcelona Fashion platform.

Summer H&MH&M Collection

The influence of second-hand fashion does not stop there. The big fashion distributors are also taking action on the matter. For example, Zara launched in the United Kingdom the global platform Zara Pre-Owned for the digital purchase and sale of used clothing, and very soon it will arrive in Spain. Following this line, H&M has gone a step further, with an innovative initiative that reaffirms its commitment to the second-hand market, initiated in 2015. Now, the Swedish fashion distribution group has included a Pre-Loved fashion space – a euphemism for previously worn clothes in good condition – in its renovated flagship in Spain.

An eclectic space designed for young people, where other brands such as Levi's coexist

H&M Pre-Loved is located on the first floor of the renovated H&M store on Barcelona's Passeig de Gràcia. It occupies a space of 16 square meters next to youth fashion, which exhibits the trends that seduce consumers of generation Z. Each week, H&M will exhibit about 360 second-hand garments and accessories, both from the firm and from other brands such as Levi's, Champions or Gap. These items will be constantly renewed and no returns will be accepted. "We wanted to involve the consumer in a more responsible purchase with a sustainable option that in turn, complements our offer," Nuria Ramírez, director of sustainability at H&M for Spain and Portugal, told Yo Dona.

Showcase H&M Passeig de Gràcia 11H&M

The selection process of the garments will be supplied by a local operator, Flamingos Vintage Kilo, thanks to a partnership with H&M to develop this unique experiment, which is still in the testing phase and in which there is no implementation date in other international stores. Each garment, which is conceived as unique, has a price range of 25 to 30 euros, and will be renewed with the requests of the brand's stylists in line with the preferences of young consumers and the collections available. "They are small treasures that are inspired by trends and help customers make that 'mix & match' with our seasonal garments," added Ramírez. For example, in this first selection of second-hand clothes there is no lack of sportswear, the unbeatable denim in shorts and oversize pants or the 'brilli-brilli' through sequined tops or dresses with iridescent materials.

An action that strengthens H&M's strategy towards circularity

H&M Pre-Loved is the first physical space in the world and represents the spearhead of a business model that moves towards circularity. The Swedish multinational has been exploring the second-hand market since 2015 through its website and the Sellpy platform, mainly in countries such as Germany and Sweden, where the buying and selling of used clothes is commonplace among consumers. "Our main objective is that no garment ends up in any landfill," said Nuria Ramírez, who acknowledged that they are in the process of transforming from a linear model to a circular one.

Pre-Loved H&MH&M

In parallel, the Swedish giant continues to explore other sustainable actions, such as the rental of garments, which the company has underway in countries such as Germany, or the clothing collection program implemented in 2013, and which in Spain is having a very good reception, leading the sector. "Spaniards are the ones who recycle clothes the most," said the director of sustainability of H&M in Spain and Portugal. The latest figures support this reality. According to the company, only in 2022 1,800 tons of used clothing have been collected in Spain, surpassing other countries such as Germany and Italy.

News from the new H&M store in Barcelona

The central store in Barcelona, which is open to the public again after a new refurbishment, has also incorporated other technological innovations to improve the shopping experience of consumers and promote omnichannel. Especially aimed at those lovers of social networks who enjoy sharing their experiential videos. For them, the so-called social fitting rooms have been designed that recreate the atmosphere of a nightclub within the store itself. These interactive spaces with capacity for up to four people, allow you to select music, background colors and light effects creating an immersive experience in which customers can try on clothes and share their fashion experience.

H&MH&M Social Fitting Rooms

In addition, the store also incorporates a virtual mannequin that shows the outfits that set trends. It is an interactive showcase of almost two meters that allows customers to explore the looks available on the screen, through mobile and turn exploration into a purchase. "The physical store continues to be an essential space where the consumer explores, experiments and discovers fashion," Marta Rodríguez, director of corporate communication at H&M in southern Europe, told Yo Dona.

H&MH&M Virtual Mannequin

Not everything happens through a mobile. For lovers of more relaxed experiences, H&M has also incorporated in its flagship store, a new cafeteria on the first floor with 'take away' service of Syra Coffee, with a space to taste them and an outdoor garden terrace where customers can take a break between purchases.

Syra Coffee H&MH&M

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