Launching a business in a new market during an economically challenging time

Aidan Bartlett is the co-founder and CEO of Designer Wardrobe, a leading marketplace for pre-loved fashion

Marketplaces are uniquely positioned to help people adapt in tough times

In challenging economic times, consumers are more conscious about maximising the value of their money, while also finding ways to make the most of what they already own. Marketplaces like Designer Wardrobe (DW) offer flexibility to cater to different price sensitivities, allowing sellers to earn extra income and buyers access to pre-loved fashion at more affordable prices, often saving up to 60% off retail. It’s a win-win: sellers earn, buyers save, and both contribute to a more circular fashion economy.

Even in tough times, people still want to refresh their wardrobes, and pre-loved shopping is a smart way to access high-quality, designer, and everyday items at a fraction of the original cost, while making sustainable choices. Marketplaces like DW give people the flexibility to downsize their wardrobes and turn items into cash, or to refresh their look affordably, whether shopping for premium or budget-friendly options.

Building a trustworthy brand in a new market

Trust and community are at the core of our marketplace. When disposable income is tight, people look for dependable options and avoid risk, and our platform provides a safe, secure experience for both buyers and sellers. On Designer Wardrobe, Purchase Protection is included with every order, ensuring funds are only released if the item arrives as described. 

We also use AI features to make buying and selling pre-loved items easier and safer. With over 120,000 listings on DW at any time, AI is crucial in keeping the marketplace secure.

This becomes even more important as we become the first pre-loved fashion marketplace to enable seamless buying and selling across Australia and New Zealand at scale. With 10 years of experience managing a marketplace, we’ve designed an experience that makes cross-Tasman transactions smooth and easy. Additionally, our growing number of trusted Top Sellers in Australia has been instrumental in setting the platform up for success.

Community-centric growth

During times of economic difficulty, communities tend to band together. We’ve built our business around our amazing community which has grown to 325k+ members. For us launching into Australia is all about collaboration. We're excited to continue fostering local relationships with professional and personal sellers, buyers, and other voices in the circular fashion space.

For launch specifically, we're collaborating closely with Sara Crampton & Maggie Zhou - two authorities when it comes to mindful consumption. We're so excited to grow our community across the ditch and invite more people to be a part of something meaningful - an alternative fashion experience that benefits both buyers and sellers​​. Looking across to Europe, we see how powerful marketplace communities across borders can be to bring pre-loved to as many people as possible, and we believe that it is our loyal, committed members who've put DW in such a strong position to recreate the same across Australasia.