By and  on August 19, 2019

As department stores, in a domino effect, begin to seriously entertain secondhand to lure Millennials and Generation Z, the folly might lie in weak messaging and execution as well as “thrift culture appropriation.” Observers say this might turn away today’s thrift purists, who have grown in number and have fueled the vintage, secondhand and resell market.

Some within the resale community are comparing this trend to a Gen Z’s parents, for example, joining Snapchat or Instagram to be as cool as their kids. “For Macy’s and J.C. Penney to take on resale simply shows their desperation,” said one retail consultant who requested anonymity since he is working with these companies. “They have run out of ideas. Instead, they should cut their store base in half and focus on execution.”

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