Why businesses are embracing the resale market to save the planet

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Big brands are beginning to embrace the possibility of reselling their wares

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Tea

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According to the United Nations, the textile and clothing industry is responsible for up to 8% of the world’s greenhouse gas emissions. Textiles constitute about 9% of the microplastics that enter the world’s oceans each year.

But big brands are beginning to use the resale market as a way to give clothing a second life and save them from landfills.

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18 months ago, Gucci launched a new partnership with secondhand luxury goods site The RealReal, which now has a dedicated Gucci e-commerce site for secondhand pieces from consignors and brands.

This followed other companies including Stella McCartney, Burberry and Levi’s, creating a dedicated so-called ‘recommerce’ operation to resell goods past customers no longer wanted.

According to a panel of experts speaking at the Evening Standard, more brands should do the same and embrace the trend of buying and selling pre-loved stuff — before they’re left behind. we are expo Conference in London this week.

“Luxury brands are dinosaurs. They are run by men in the majority, and they think very old school. In many cases they don’t even have a proper website,” said Sabrina Sadiq, founder and CEO of high-end resale site Luxury Promise. said.

She suggested that building relationships with existing customers could help brands promote return visits.

“It is never about short term traction, we always need to think long term and that is what people want now.

“Selling a pair of trainers is short-lived; Taking the old pair back and selling two more is long term.”

The brand is introducing cotton, said Tatiana Wolter-Ferguson, co-founder and CEO of secondhand site Heavy.

“Every business is now under pressure to know what their sustainability strategy is. We are seeing a great deal of interest from primary brands that want to be involved in [resale] space, but they don’t really understand it and they really need support to access it.”

She said retailers need to understand that introducing a resale model will not hurt the business and is not a loss leader.

“I’m really excited about how quickly people want to get involved and how open people are now,” he said.

Rees Morgan, director of handbags and jewelery at Joops, which already also sells luxury brands, said consumers have a “huge appetite”.

“In fact we have a lot of customers who won’t shop at Brand Primary – they won’t go to Gucci to buy a bag, they want to buy a bag that’s pre-owned because it’s more cost-effective, more durable.” , and it’s a conscious buying choice.”

Going into the resale market does not make the brand cheaper, but increases the value, he added.

Marcia Cooper, founder and director of Vintage UK’s Second Hand Shop House, said the benefits for brands are in the appreciation it receives from customers, and the way it expands their reach.

“I think it’s a really great way to communicate and engage with your customers.

“If you’re a brand that has consistency on its list of priorities and there’s a section of your website where you’re reselling, this is a way to reach that customer and say, “We believe in the same thing.” .

Credit: www.standard.co.uk /

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