Impact report
Highlights from global resale benchmarks and how they shape Cüte's community impact.
Cüte exists to keep remarkable pieces in motion. This impact briefing blends leading resale research with our own learnings to show how circulation benefits the climate, wardrobes, and wallets of people who choose reuse first.
Key takeaways
- Second-hand is now the default consideration for fashion across Europe and Brazil—65% of surveyed members hold closets that are at least one-quarter pre-loved.
- Avoided emissions average 1.25 kg CO₂e per second-hand purchase, with heavy hitters like denim and tailoring saving more than 2 kg.
- Reselling rewires behavior: 81% of members say they would not have sold their items without an easy marketplace, and 53% spend less on fashion overall after joining.
Community snapshot
| Insight | What We Saw |
|---|---|
| Generational mix | Gen Z value conscious curation and reinvest earnings; Millennials and older groups funnel resale income into new second-hand finds. |
| Wardrobe share | In several markets, 40%+ of members report closets that are half pre-loved or more. |
| Motivations | Price is the gateway (48% cite affordability), but 19% buy because it is "the right thing"; spontaneous shoppers follow uniqueness and delight. |
Climate impact
- 678,691 tonnes CO₂e avoided in 2023 across a leading resale platform, modelled via Vaayu’s consequential LCA.
- Replacement rate surveys (100k+ respondents) show most second-hand purchases displace new buys rather than adding extra consumption.
- Deliveries remain the largest footprint driver; consolidated pick-up points and efficient routing are critical to maintain the climate dividend.
Wardrobe impact
- 84% of members rate second-hand quality as equal to new, citing access to premium brands at attainable prices.
- Care rituals are shifting: 36% care for garments specifically so they can re-sell them, and 22% buy higher-quality new items knowing they’ll retain value.
- Bundling, fabric filters, and wishlists help people plan intentional wardrobes instead of impulse hauls.
Wallet impact
- Buyers in France and the UK report saving ~€90 per month by switching to reuse.
- 81% of sellers turn resale earnings into savings or essentials, while 36% reinvest in other second-hand pieces, keeping money inside the circular loop.
- Second-hand is no longer a compromise: 20% would choose it even if prices matched new.
What it means for Cüte
- Celebrate reuse champions: Spotlight members whose closets are majority second-hand to normalize circular pride.
- Double down on consolidated logistics: Expand pick-up hubs and community drop-offs to keep emissions per parcel falling.
- Invest in care education: Tutorials, care kits, and in-app nudges help items last longer and retain value.
- Tell the carbon story: Surface avoided emissions and cost savings at checkout and in member profiles.
- Protect affordability: Maintain transparent fees and bundle incentives so circular living stays accessible.
Next reporting cycle
- Track avoided emissions per category within Cüte to highlight carbon hotspots and success stories.
- Survey members quarterly on wardrobe share and spending shifts to capture trend momentum.
- Pair financial savings metrics with waste diversion data for a complete circular scorecard.
Circulation is not just cute—it’s catalytic. By scaling these behaviors within our communities, Cüte turns everyday reusability into measurable climate and economic gains.