Published
November 21, 2025
Live shopping is transforming how fashion collectors and retro enthusiasts discover and buy apparel, according to a report that “explores the habits, motivations and values shaping this fast-growing industry”.
Image: Admiral
The largest live shopping platform in the UK, Europe and North America, Whatnot, reveals 80% of retro and vintage sportswear fans have purchased items “where nostalgia, exclusivity and real-time interaction merge to redefine modern retail”.
Highlighting the “deep engagement between collectors and live commerce”, 53% of them have purchased retro pieces through live platforms, “underscoring how live shopping has become a mainstream purchase channel in the fashion resale space”.
The survey also shows that live shopping is now a discovery engine for rare and collectible apparel: 67% of respondents regularly follow live shows to find unique or one-of-a-kind vintage items, while 53% report being more successful finding authentic retro sportswear during live streams than traditional retail or resale platforms.
Fans cite authenticity (47%) and real-time interaction (45%) as top motivations for live shopping, “signalling how trust and transparency have become central to the new era of digital fashion retail”.
Some 81% also say they would return to a seller that curates retro sportswear.
Collectors also demonstrate a passion for rarity and storytelling with 51% say uniqueness matters most when shopping for retro sportswear, with 48% prefer owning a rare vintage piece over a new release. Also, 49% associate retro sportswear with classic eras in sports history, and 46% value the fact that rare vintage items stand out from the crowd.
As the resale and circular fashion markets continue to expand, the number of UK-based sellers on Whatnot listing sports apparel has increased more than fivefold between this March and June, “reflecting the strength and momentum of this passionate community”.
Daniel Fisher, Whatnot UK general manager, said: “Retro sportswear has always been about culture, identity, and nostalgia – an association with a special time or moment [and] live shopping has brought that excitement back into fashion retail.
“These findings show how live commerce is building communities around shared passions, helping sellers reach dedicated audiences while giving fans direct access to authentic, special pieces. This is the next generation of fashion retail, where it’s live, interactive, and powered by the community.”
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