以数据驱动循环时尚_置换率标准化的行业路径_20页_33mb

Depop Circular Fashion Displacement Rate Summary

Core Content

Depop is committed to advancing circular fashion practices by measuring the environmental impact of secondhand shopping. The company has developed a standardized displacement rate methodology in collaboration with WRAP and industry peers, aiming to provide credible, transparent data on how resale and repair practices reduce the demand for new clothing.

The displacement rate is defined as the percentage of Depop purchases that directly prevent the purchase of new items. This rate is calculated using a robust methodology that includes data cleaning, response categorization, and averaging of displacement rates based on user behavior.

Key Findings

• Over 3 in 5 secondhand purchases on Depop prevented the purchase of new items.
  • The displacement rate for the platform is 64% in the US, 68% in the UK, and 72% in Australia.
  • The UK shows a slightly higher displacement rate than the average of peer-to-peer resale platforms, which is 65%.
• Fast fashion purchases on Depop also displace new items.
  • The displacement rate for fast fashion items is 63% in the US, 69% in the UK, and 74% in Australia.
  • This indicates that consumers are increasingly turning to secondhand options, including fast fashion, to reduce environmental impact.
• Most Depop buyers delay or forgo new purchases if they can't find items secondhand.
  • 71% of surveyed buyers would continue to search or even buy nothing if the item wasn't available secondhand.
  • Only 6% would buy a new fast fashion item instead.

Methodology Overview

Depop used a survey-based approach to determine displacement rates, targeting 3,759 users across the UK, US, and Australia. The methodology, developed in collaboration with WRAP, was verified through an expert review and industry pilot, ensuring its reliability and accuracy.

The displacement rate is calculated by:

1. Cleaning and validating survey responses.
2. Assigning displacement rates based on responses to questions about whether the purchase prevented a new one and the reasons for that decision.
3. Taking the mean of all valid displacement rates to determine the overall displacement rate.

Displacement Rate Assignments

Conclusion

Depop's displacement rate research highlights the growing role of secondhand shopping in reducing the environmental impact of the fashion industry. By adopting a standardized methodology, the company reinforces its commitment to transparency and meaningful change, while also providing valuable insights for the wider industry. The results demonstrate that consumers are making more sustainable choices, particularly in the UK and Australia, and are willing to delay or forgo new purchases when secondhand options are available.