Yaga, South Africa's online marketplace for pre-owned fashion, has announced plans to extend its operations to Kenya and Nigeria. This move comes as the platform seeks to capitalize on the growing demand for second-hand clothing across the African continent.
Launched in 2020, Yaga has experienced significant growth in its home market, facilitating the sale of nearly two million items with a collective value of 500 million rand (approximately $28 million). The platform's success is attributed to the increasing popularity of sustainable fashion and the desire for affordable, unique clothing options.
The expansion strategy aligns with broader market trends in Africa. According to Euromonitor International, factors such as rising living costs and limited access to modern retail outlets have contributed to the thriving second-hand clothing markets across the region. In Kenya, for instance, up to 80% of apparel and footwear sold are pre-owned items. Similarly, Nigeria has seen a surge in the frequency of second-hand purchases, with 10% of consumers engaging in such transactions at least once a week.
Yaga's business model offers a compelling value proposition, with pre-loved items typically priced 50-80% lower than their brand-new counterparts. This pricing strategy not only makes fashion more accessible but also promotes sustainability by extending the lifecycle of clothing.
The second-hand clothing market, also known as the "thrift economy" or "circular fashion," has been gaining momentum globally. Projections indicate that the global second-hand apparel market will grow three times faster than the overall apparel market by 2026. This trend is driven by increasing environmental awareness, as the fast fashion industry contributes to approximately 10% of global carbon emissions.
"Yaga remains committed to growth and innovation in the sustainable fashion space. As part of its expansion strategy, Yaga plans to extend its reach to other African markets, including Kenya and Nigeria, with the goal of leading the sustainable fashion movement across the continent."
The rise of online platforms like Yaga has significantly boosted the growth of the second-hand clothing market. These digital marketplaces, part of the broader "recommerce" trend, have made it easier for consumers to buy and sell pre-owned items. By facilitating the reuse of clothing, such platforms can help reduce a garment's carbon footprint by up to 82%.
As Yaga prepares to enter the Kenyan and Nigerian markets, it will likely face both opportunities and challenges. While the demand for affordable, unique clothing options is strong, the influx of second-hand clothing has, in some cases, negatively impacted local textile industries in African countries.
Nevertheless, the expansion of platforms like Yaga could play a crucial role in promoting sustainable fashion practices across the continent. By encouraging the reuse and upcycling of clothing, these marketplaces contribute to reducing textile waste and mitigating the environmental impact of the fashion industry.