Here's a look at the fashion brands that have entered resale, plus what they're investing in and why.
” rather than material benefit for the reseller as the company does not earn revenue from RaaS.
From 2014 to 2021, the pace of brand resale accelerated, with 2020 as the tipping point. Analysis of more than 50 fashion companies and timing of resale entry.While each brand has its opinions on resale and its own inroads into it, the premise for entering resale is much the same to start — new customers, new streams of revenue and sustainability.Levi’s used resale to get back old jeans from customers and ink new favor with Gen Z.
Since October 2019, M.M.LaFleur has been operating its clean-out bag partnership with ThredUp, but the women’s wear brand eventually launched its own in-house program called Second Act in partnership with Archive. So far, 75 percent of M.M.LaFleur cashouts are for store credit, and on average, customers spend 3.1 times the credit they receive, according to the brand. And the response from customers has proved the effort worthwhile.
The brand, soon to launch its own resale channel, said: “We’ve definitely been able to drive new customer acquisition.…[Resale] is a good onramp for customers who are more price-sensitive and can help fund their purchases with the sale of older clothing.”
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