My daughter came home from a shopping spree with friends and was showing me her “haul.” She pulled out a beautiful jacket, something that was clearly high-end, and a pair of pants. I was surprised when she told me that she found them at a thrift store. My first reaction was, “Sweetheart, we are not poor,” to which she laughed, followed by an hour-long lesson on how young people shop differently. It made me realize how much things are changing when it comes to shopping, driven by the preferences and values of younger generations. This led me to do a deep dive into this trend/phenomenon, which paved the way for the idea of marigold.
The Rise of Thrifting:
Thrifting, once associated with budget-conscious shoppers and vintage enthusiasts, has experienced a resurgence in popularity among Gen Z and Millennials. Unlike previous generations, who may have viewed second-hand clothing as inferior or stigmatized, younger consumers now see thrift shopping as a form of treasure hunting, where unique finds and one-of-a-kind pieces abound.
Gen Z and Millennials are increasingly concerned about the environmental impact of fast fashion, characterized by its high levels of waste and carbon emissions. By opting for thrifted clothing, they can reduce their carbon footprint and contribute to the circular economy by giving pre-loved garments a second life.
Moreover, thrifting appeals to the desire for individuality and self-expression. In a world where mass-produced fashion dominates the market, thrift clothing offers a way to stand out from the crowd and cultivate a distinctive personal style.
The Appeal of Renting:
In addition to thrifting, renting clothing has emerged as another popular trend among Gen Z and Millennials. Pioneered by Rent The Runway, renting offers the opportunity to access high-quality, on-trend garments without the commitment of ownership, making it an attractive option for those who value variety and flexibility in their wardrobe. The rental market valued by Global Data was $6.2B globally in 2022 and is expected to expand at a CAGR of 8.5% until 2030, according to Grand View Research.
Renting also aligns with the shared economy ethos embraced by younger generations. In a world where access is valued over ownership, by sharing clothing items with others, renters can reduce the demand for new production and minimize waste, contributing to a more sustainable fashion ecosystem.
The Social Impact:
Beyond its environmental and economic benefits, the trend of thrifting and renting has significant social implications. By embracing second-hand clothing and rental services, Gen Z and Millennials are challenging traditional notions of status and prestige associated with owning brand-new luxury items. Instead, they prioritize authenticity, creativity, and self-expression, valuing experiences over material possessions.
Moreover, thrifting and renting foster a sense of community and connection among like-minded individuals. Whether through online forums, social media groups, or in-person swap events, thrifters and renters come together to share styling tips, swap clothing items, and celebrate their love for sustainable fashion.
How This Trend Shaped Marigold
Since Indian clothing in the USA is mostly “occasion wear,” renting made perfect sense. They are worn on special occasions such as weddings, festivals, parties, and religious ceremonies. It just doesn’t make sense to buy expensive clothes that are worn once or twice only to sit in one’s closet, taking up valuable space. The environmental impact of production and shipping is huge. Plus, with changing tastes and trends, why get stuck with a piece that will probably not see daylight for a very long time, if ever?
As more people embrace sustainable and cost-effective ways of dressing, Marigold has adapted its offerings to meet these changing preferences. By curating a diverse collection of Indian outfits such as Lehengas, Saris, Shararas, and Indowestern outfits available for rent, Marigold provides an accessible and eco-friendly alternative to traditional shopping. Customers can browse through a curated selection of clothing from the comfort of their own homes, eliminating the need for time-consuming trips to brick-and-mortar stores. Additionally, Marigold offers features such as free shipping, dry cleaning, free custom sizing, and personalized styling advice, further enhancing the customer experience.
Marigold recently introduced a feature where consumers are able to put up their outfits for rent or sell. We initially sourced our inventory from designers and wholesalers, but after two sourcing trips to India, we realized the environmental impact was significant. The use of resources, pollution, and poor working conditions were evident. To address this, we shifted our approach to source inventory from people’s closets. By allowing individuals to rent out their outfits, we reduced the need for new purchases while allowing individuals to recoup some of their investments.
We also focused our attention on making the shipping process as sustainable as possible. We use a reusable mailer that can be used up to 40 times, significantly decreasing the amount of single-use packaging that ends up in landfills. The mailers are sealed using RoHS-compliant zip ties, minimizing harmful chemicals entering the environment. When we do have to use boxes, we use ones made out of 100% recycled material and seal them with plastic-free, water-activated, non-toxic tape.
Looking Ahead:
Thrifting and renting are not just passing trends but represent a fundamental shift in the way we perceive and consume clothing. By embracing these practices, Gen Z and Millennials are not only redefining fashion but also shaping a more sustainable and inclusive future for the industry. I am not faulting my generation- we didn’t face the same challenges that this generation and the world are grappling with. I am just glad that they are opening their minds and embracing trends that will ultimately make the Earth a better place for everyone.
By Brinda Patel
CEO & Co-founder,
Marigold Group LLC
