Why luxury brands should embrace resale
Words by Gabby Terrell - HR & Marketing Intern at Frame Retail
Fast fashion has revolutionized how consumers perceive fashion and normalized a culture of mass consumption and production within society. A culture which poses grave threat to the wellbeing of our planet.
To put this in perspective; it’s estimated that three out of five fast fashion items end up in landfill, and one third of young women consider garments worn only once or twice to be ‘old’ (Good on You, 2020).
As a society, we are somewhat aware of the increasing threats of climate change – this notion of re use and recycle is embedded into aspects of our consumption habits. We know to opt for a keep-cup over takeaway and separate our recycling, but these efforts are lacking in one key area – what we wear. Limiting consumption, supporting brands that support our planet, and increasing the longevity of our clothing pieces, is a powerful way to shift our fashion consumption habits, into more environmentally friendly ones.
One way in which fashion brands are responding to these ‘fast fashion’ threats is by endorsing a more circular business cycle. One which promotes the re sale and re use of fashion pieces as opposed to disposal. Acknowledging the secondhand market and incorporating ‘buy back/recycling’ schemes, is an opportunity for brands to support long-term sustainability goals. At present it is estimated that less than 11% of brands are implementing recycling strategies (Good on You), which represents a strong need for change.
Here at Frame, we want to shed some light on leading luxury New Zealand brands that are engaging in this circular business model. So that we can all shift towards being more environmentally aware shoppers.
Yu Mei is a luxury leather goods company, renowned for keeping sustainability at the forefront of their brand. Their ‘Buy Back initiative”, works to “extend the products useful life through mending and refurbishing”. Customers are encouraged to send their preloved bags to Yu Mei in exchange for store credit. Bags are refurbished, and then given a second life; on sold at their annual Archive Sale event. This buyback initiative is a prime example of circular consumption and cultivates sustainable buying habits amongst their customers.
Deadly Ponies have just launched their ‘recycle’ initiative, which aims to repurpose bags that have lived a “full life”, re-using the offcuts from used bags to create new. From this, Deadly Ponies will launch an exclusive recycled collection – endorsing a circular and long-lasting approach to the consumption of their goods.
Leading New Zealand womenswear brand Ruby; are a label who focus wholeheartedly on their sustainable practices. Ruby very transparently outline their goals to become a circular brand, by communicating ways to care and dispose of their garments and packaging. In terms of a buy-back scheme, Ruby’s innovative ‘matchmaking service’, matches Rubettes with sold out or past garments that they are looking to either buy or rent, from other customers. This system encourages the reuse and recycling of old garments. Further, it reassures Ruby shoppers that their items will have an extended life cycle and resale value.
Kate Sylvester is another market leader in the shift to circular economy, with their ‘Reloved’ marketplace – a place for consumers to buy and sell preloved Kate Sylvester pieces. Reloved intends to extend preloved garments use beyond their first life, finding new home for once-loved Kate Sylvester pieces.
Recycle Boutique acknowledge there needs to be a shift in the way we shop – and pride themselves on being that “shift”. Recycle, offer a physical and online, consignment platform for people to buy and sell their pre-loved designer clothes. Their slogan – “it pays to recycle”, pinpoints the essence of this nationwide brand, that celebrates conscious shopping. Recycle boutique have ten physical stores across NZ, as well as an online platform, providing Kiwi’s with a solution to fast-fashion and extending the life cycle of clothing .
Last but not least, Designer Wardrobe is founded of the notion of a circular economy and have successfully fostered an environment where consumers can rent, sell and purchase second-hand designer garments – moving people away from a “make, use, dispose attitude”. Founder Donielle Brooke estimated that the DW pre-loved marketplace thus far, has saved around 150 tones of clothing from going to landfill – whilst at the same time allowing consumers to wear and buy new garments.
These New Zealand brands are prime examples and leaders embracing resale and extending the life of their luxury products.
The benefit? Customers can shop assured that their purchase is environmentally and fashion-friendly and can trust that the life of their product doesn’t just end when their love for it does. Unlike when shopping at fast-fashion brands, where garments lose their value after being worn just a handful of times.
We love seeing sustainable growth happening within the NZ fashion industry and encourage you to get involved by rehoming your preloved garments!
Image via: Designer Wardrobe