Want To Buy ‘Better’ Products On Pre-Loved Sites?

Why Adding Filters by Certifications Benefits Consumers, Second-Hand Platforms and Brands That ‘Do Better’.

As sustainable fashion continues to grow, both consumers and second-hand platforms stand to gain from a simple yet powerful tweak to their filter drop drowns: the ability to filter garments by trusted certifications like GOTS organic cotton, BCI, Fairtrade, or brands that are Certified B Corp. To note this is currently not available – however here is why at Our Fashion Fix we think this is a must.

For consumers, especially Gen Z and Millennials, shopping is increasingly values-driven. They want to support ethical practices, reduce waste, and align purchases with personal beliefs. However, shopping second-hand (and shopping generally) often lacks transparency. A certification filter would provide much-needed clarity, allowing shoppers to easily identify items originally made with verified environmental or ethical standards as well as educate consumer on what to look for when purchasing. This not only saves time but builds trust in the second-hand experience and value in the certifications and the brands doing better.

For resale platforms, the benefits are just as compelling. Offering certification-based filters creates a unique selling point in a crowded market. Most resale sites allow filtering by brand, size, or price — few, if any, connect the origin ethics of garments to the shopping experience. Platforms that champion certified sustainable brands can better engage conscious consumers, enhance brand loyalty, and even form strategic partnerships with ethical fashion labels, valuing their USP in the pre loved market.

There's also strong marketing potential: consumers discovering new B Corp or GOTS-certified brands through second-hand listings creates a values-based discovery loop — driving both initial sales and long-term brand engagement. Plus, certification metadata enables deeper personalisation and impact reporting.

While data limitations exist (especially at the product level), even starting with brand-level filtering offers meaningful impact. Imagine a shopper filtering for second-hand items only from Fairtrade or B Corp brands — that’s not just conscious consumerism, it’s empowered consumerism- educated shoppers creating a demand for products sourced ethically.

By making it easier for people to shop their values, certification filters offer a rare win-win: more informed, intentional buyers and resale platforms with greater reach, purpose, and differentiation.

Raise your hand if you want pre- loved products from purpose driven brands – it’s a yes please from us!