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  • Seconde main et produits reconditionnés : la tendance écolo se confirme
Seconde main tendance écolo

Seconde main et produits reconditionnés : la tendance écolo se confirme

Anaëlle Sailler15 novembre 202025 septembre 2022

Seconde main, upcycling, rénovation, produits d’occasion, reconditionnement, vintage : ces concepts ont fait leur entrée dans la vie de plus de 60% des Français. Avec des entreprises comme Le Bon Coin, Vinted ou encore Back Market, les consommateurs peuvent trouver leur bonheur parmi des sélections de meubles, de vêtements ou encore de produits électroniques. De quoi faire plaisir à la planète et au porte-monnaie.

Le marché de la seconde main en bonne forme grâce à la digitalisation

 

Autrefois associée à l’image des vide-greniers ou des bric-à-brac caritatifs, la seconde main s’est digitalisée pour répondre aux demandes croissantes du public. Les jeunes générations qui veulent pouvoir affirmer leur style unique tout en adoptant une consommation écoresponsable, se retrouvent particulièrement dans cette tendance : on peut changer régulièrement de garde-robe sans culpabilité. Portée par de plus en plus d’influenceurs et de youtubeurs, la mode vintage et les fripes revêtent une image plus glamour. Les friperies 2.0 se possèdent désormais des e-shop pour répondre aux habitudes de consommation de leur public.

En ce qui concerne l’électronique, face à l’obsolescence programmée de certaines marques, acheter des produits reconditionnés est parfois perçu comme un acte militant et rebelle. Arrivée sur le marché en 2014, l’entreprise française Back Market l’a bien compris avec sa signature « New is old ». La marque s’est notamment fait remarqué par ses prises de position sur l’obsolescence programmée ou encore le Black Friday, jour symbolique de la surconsommation et du gaspillage. 

Produits reconditionnés vs. Black Friday
Back Market, la plateforme de produits reconditionnés s’attaque au Black Friday

Leur objectif ? « Que, dans un avenir proche, le reconditionné doit devenir la norme, et l’achat de produits neufs, l’alternative. » confie Thibaut Hug de Larauze lors d’une interview avec Le Monde.

Le produit reconditionné paraît être une bonne alternative pour les plus frileux à la seconde main : complètement remis à neuf, il est livré dans sa boîte et avec les mêmes accessoires que le neuf. Avec des garanties aussi avantageuses que des appareils neufs, beaucoup sautent le pas. Sans compter que le service, entièrement digitalisé, lève de nombreux freins à l’achat : large sélection, comparaison des produits facilitée, avis des clients et service client inclus.

Le Bon Coin, accélère également grâce à la digitalisation. Depuis 2019, la plateforme française propose désormais un service de paiement en ligne et de livraison, de quoi améliorer la sécurité et faciliter les transactions qui, jusqu’ici, se faisait en espèces avec remise en main propre. La marque en profite pour se refaire une jeunesse avec la refonte de son identité.

Campagne le bon coin, seconde main
Campagne Le Bon Coin 2020 par l’agence DDB

Des marques traditionnelles adoptent la tendance seconde main

Si les initiatives seconde main se multiplient, les marques traditionnelles espèrent bien ne pas rester sur la touche.

Dans la mode, de nombreuses marques désirent répondre à la demande de produits durables et responsable. Zalando, le géant allemand de la mode en ligne, a créé une rubrique spéciale seconde main au sein de son site. Les utilisateurs pourront non seulement acheter mais aussi vendre leur produit, pour leur donner une deuxième vie.

zalando, rubrique seconde main
Les utilisateurs de Zalando peuvent désormais acheter et vendre des articles seconde main.

Avec ce pari risqué, Zalando confirme son ambition de devenir une marque durable, inspirante pour ses consommateurs. L’objectif étant d’allonger la vie de plus de 50 millions d’articles et de supprimer l’utilisation du plastique à usage unique d’ici 2023.

Pour les parents qui désirent réduire le budget habillement de ses chers rejetons, la marque Jacadi lance 2nd Jacadi, sa plateforme en ligne pour la seconde main. Les articles, auparavant déposés dans une boutique en physique, sont vérifiés par la marque, avant d’être mis à disposition en ligne. Les « vendeurs » reçoivent une carte cadeau à dépenser dans les boutiques. Un premier pas, même s’il peut être critiquable de recevoir une carte cadeau pour pousser à la consommation de nouveau. Cela permet néanmoins de renouveler les garde-robes des enfants à moindre coût, lorsque ceux-ci grandissent.

D’autres marques, notamment dans le luxe ou le haut-de-gamme, s’intéresse plutôt à la location. C’est le cas de Ba&sh qui lance une initiative pour rendre plus accessible leurs collections « Rent your closet Ba&sh ». Les services de livraison du vêtement et du pressing sont compris. Une belle manière de rapprocher ses consommatrices autour d’une marque, qui a fait de l’amitié et la sororité une part importante de son identité.

ba&sh-location vêtement
Au travers de sa plateforme Rent your Ba&sh closet, la marque propose un service de location de vêtement à ses clientes.

Bien sûr, les vêtements ne sont pas le seul secteur sur lesquels les marques traditionnelles essaient de se positionner. Récemment, Ikea a ouvert son premier magasin de meubles et d’articles d’occasion. Avec un premier point physique en Suède, Ikea affirme son ambition de se convertir à l’économie circulaire d’ici 2030. Consciente que son business model, fondé sur la vente de produits à bas prix, incite à la surconsommation, la marque suédoise se remet en question pour plus de durabilité. Entièrement reconditionnés et remis à neuf, ses meubles pourront avoir une seconde vie. La marque n’en est pas à son premier coup d’essai, puisqu’en 2019, elle avait déjà lancé un service de locations de meuble.

Ce magasin fait l’objet d’un premier test, mais pourra éventuellement être répliqué dans différentes zones géographiques où la marque est implantée.

Ikea fait également partie d’autres programmes afin de réparer des produits de démonstration endommagés et d’en faire don à des associations de bienfaisance.

Une tendance écologique qui a de l’avenir ?

Le marché du reconditionnement et de l’occasion a probablement de beaux jours devant lui. Auparavant réservé aux voitures ou à l’habillement, de nouveaux secteurs émergent. L’électronique, qui fait de plus en plus face aux critiques concernant l’obsolescence des produits et la surexploitation minière pour ses composants, affiche de très belles perspectives sur le marché du reconditionnement. 1 téléphone acheté sur 10 est reconditionné ou d’occasion.

Cependant, le marché de l’occasion doit aussi s’adapter aux attentes de ses consommateurs. S’ils sont prêts à acheter des produits seconde main, les clients sont toutefois encore exigeants quant au niveau de qualité proposé. Pour lever ces freins, les marques devront proposer toujours plus de services et de garanties afin de convaincre les plus méfiants.

écologie, focus green, mode green, occasion, produits reconditionnés, seconde main, vintage

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    вокзал атасу, телефонный справочник жанаарка табиғатты қорғау сұрақтары, табиғат туралы
    тест сұрақтары

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