Retail | Marketing | Resale
The Growing Appeal of Secondhand Cycling Apparel: A Sustainable Shift in the Outdoor Gear Market
How Resale Platforms Are Transforming Access to Premium Cycling Gear
The Demand for Resale
The demand for secondhand cycling apparel is picking up speed, signaling a significant shift in consumer behavior within the outdoor gear market. Archive, a service that runs resale programs for companies like The North Face, has expanded its portfolio to include three cycling partners since late 2022, with Velocio being the latest addition just last month.
Similarly, Trove, another major resale provider, reports a substantial and growing business in cycling apparel through partnerships with brands such as REI and Patagonia.
The surge in demand for secondhand athletic gear began during the pandemic when outdoor activities became a primary source of recreation.
Now, as consumers become more budget-conscious, many are turning to resale platforms to purchase cycling apparel, which can often be more expensive than regular clothing. With jerseys sometimes priced at over $200, buying secondhand allows individuals to explore the sport without making a hefty financial commitment on items like high-tech bike shorts or cycling tights.
Brands Gearing Up for this Trend
Brands are recognizing this trend and seeing it as an opportunity to bring more price-sensitive consumers into their ecosystems. As Archive CEO and co-founder, Emily Gittins told Modern Retail, brands in this space are increasingly focused on how they can attract these consumers, hoping that they will fall in love with both the sport and the brand, eventually becoming loyal customers.
The 2024 Olympics have also contributed to the rising interest in secondhand cycling apparel, with Google searches for “used cycling gear” spiking in the early days of the Games. Cycling apparel, designed for functionality and durability, is a perfect candidate for resale, making it easier for consumers to participate in the sport sustainably.
Archive has successfully onboarded several cycling brands in the last two years, including Pas Normal Studios and Café du Cycliste, both of which have launched their resale programs. Velocio’s resale program, “Velocio Renewed,” launched in the U.S. earlier this summer and has already exceeded expectations. Velocio had previously partnered with another resale provider in 2021 but switched to Archive this year. In this new program, customers can trade in used gear for store credit or purchase gently used products that Velocio sanitizes and repairs with its partner, Tersus Solutions.
The reception to Velocio’s renewed resale program has been overwhelmingly positive, with the program outperforming initial estimates. The brand even had a waitlist for the new program before its launch, and now, the resale site has one of the highest conversion rates of any Archive brand, at nearly 5%, well above the industry standard for e-commerce.
Branded resale is becoming an increasingly popular channel for companies looking to appeal to environmentally-conscious consumers. According to ThredUp’s 2024 Resale Report, 163 brands had their own resale shops in 2023, a significant increase from just nine in 2020. This trend is especially prevalent among outdoor and athleisure brands, with Fabletics, Smartwool, and Arc’teryx all launching branded resale programs in recent years.
Benefits
These resale programs provide two key benefits: customer acquisition and loyalty. Brands can attract new customers who might be hesitant to pay full price while also keeping existing customers engaged by offering them the opportunity to participate in these programs as buyers or sellers.
Outdoor companies were some of the first to embrace resale, largely due to their focus on sustainability. Patagonia, for instance, began offering resale online in 2011 and in stores in 2013 through its “Worn Wear” program. REI followed suit, launching its online re-commerce platform in 2018, though it had been offering lightly-used products at in-store garage sales for years.
Given this history, it’s no surprise that cycling brands are now exploring the resale avenue as well. As Sky Canaves, principal retail and e-commerce analyst for eMarketer, explained, resale is still in its early stages but offers a valuable way to reach and engage with consumers, particularly those looking for more options with technical products like cycling gear.
Conclusion
Archive is already in talks with additional outdoor brands about joining the platform, indicating that the outdoor and technical apparel sector will likely grow as a portion of its business over time. The success of resale programs like Velocio Renewed and Café du Cycliste’s Recycliste highlights the strong demand for secondhand cycling apparel. As the industry continues to evolve, these programs are poised to play an increasingly important role in making premium cycling gear more accessible, sustainable, and affordable for a wider range of consumers.
