That includes having plans and capacity to properly manage unsold inventory and brands incorporating resale into their business models in a way that it can replace some of their existing revenue. While advocates have applauded the embrace of resale by both brands and consumers, they have cautioned about the need for due diligence in creating this new industry. “It has to be a substitution,” says Barboni Hallik. Otherwise, they say, it’s adding an alternative to the existing industry but not changing it. However, while resale is often billed as inherently sustainable, experts say it can only deliver positive environmental impact if customers use it to replace purchases of new clothes and if it enables, or forces, brands to slow down their new manufacturing. Resale has taken off across the industry, and both brands and third-party platforms across price points are launching or expanding their programmes at breakneck speed. We also felt like it was an important way for the brand to stand by the quality and the lifecycle of the product.” “It was so clear that there was an unmet customer demand for having the brand at the centre of the transaction, from an authenticity and service perspective. Similarly, the choice to operate resale in-house, as opposed to partnering with a third-party platform, arose from an understanding that brand involvement is something customers are looking for. “We’ve heard that a real pain point is, you want to know what something's going to sell for before you sell it,” she says.
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