The Rise of Secondhand Goods: How to Tap into the Growing Market with Effective Advertising


Since its inception, Ricardo has been a pioneering force in the Swiss secondhand market. They capture the hearts of consumers and transform the marketplace experience.

Ricardo makes buying and selling idle items both practical and easy, as well as accessible. Through their product experience and communication they inspire sustainable and meaningful consumption

In 2020, Ricardo – one of our General Marketplaces brand – embarked on a transformative journey, transitioning  to a new brand campaign that challenges the conventional approach of buying new. This campaign, aptly named “The New New,” aimed to highlight the numerous benefits of all secondhand goods. This encourages a shift towards more sustainable practices. After two years it was time to move towards something new. “Re-Loved” comes into play. 

From Fast Fashion to Secondhand Forever Fashion

In the autumn of 2022, the Re-Loved campaign focussed on fashion, tackling an industry that continuously sets new records regarding overproduction and overconsumption.

In today’s world, the fashion industry stands as one of the largest contributors to greenhouse gas (GHG) emissions. Astonishingly, more than a billion new fashion items are produced annually. Additionally, alarming statistics reveal that a vast majority end up in landfills or are incinerated after just one year. This wasteful cycle not only undermines the efforts invested in the production process but also squanders precious natural resources.

Especially now it is imperative to redirect the fashion industry and consumers away from fast fashion and towards sustainable practices. These are centered on recycling, reusing, reselling, and reducing. A crucial step in this direction involves extending the lifecycle of garments, ideally doubling or tripling their duration of use. By embracing sustainable fashion practices, we have the power to effect significant positive change for both the environment and society.

Re-Shape, Re-Imagine, Re-Loved

Embracing this mission, Ricardo sets forth its goals through a new brand campaign that seamlessly connects with its existing communications: “Re-Loved”.

Ricardo’s Re-Loved campaign aims to highlight the wide array of sustainable items across all categories on its platform. By embracing the potential of secondhand products and promoting circular economy practices, we can collectively foster positive change and pave the way for a more sustainable future.

Stay tuned for the next installment in our blog series, where subsequently we explore the intricacies of Ricardo’s creation of the campaign and roll-out across different categories to make a difference, one secondhand item at a time.

A woman lying on the grass, smiling, promoting secondhand purchases. The word Re-Loved is written in the Ricardo font.

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