It is in the nature of the fashion industry to constantly reinvent itself. By continuing to define what we like and want to wear, the industry is creating new frameworks for aesthetic exploration and expression. That is pioneering work.
But as climate concerns become more widespread — and more urgent — the way we produce and wear clothing is coming into focus. How do we sustain trend cycles in a resource-depleting world? How can we reduce waste and pollution? And what do we do with deadstock or worn clothes? These are the questions okret wants to answer.
the stumbling blocks of the collective wardrobe
Recommerce stands for the resale of used products, such as second-hand clothing. In recent years, independent online marketplaces such as Vinted, Vestiaire Collective or Farfetch have breathed life into this trend. People have started buying and selling pre-loved clothes en masse. That is of course good for the planet, because those resold clothes do not end up in the landfill.
But the system is fraught with challenges. It takes sellers on these platforms a lot of time to put their items in the spotlight, offer them for sale and ship them. In addition, questions arise about the quality or authenticity of the items sold, especially when it comes to designer clothing.
‘There is about 2.1 trillion dollars to collect
in the consumer’s wardrobe.’
It is a lot easier and more efficient for brands to take care of the resale of their products themselves. That is exactly what okret wants to help fashion brands with — because it has a lot of advantages.
Customers can shop at a lower price with their favorite brands, without having to second guess what they are buying. Brands collect valuable new insights, such as how popular a piece is among consumers, how the quality of the piece is evolving and whether the price and quality are in proportion. Moreover, they appeal to a whole new audience, because people who cannot afford the new collections are now potential customers of the second-hand assortment. In fact, Business of Fashion Insights estimated that there is ‘about $2.1 trillion in consumer wardrobes’.
getting started with recommerce
Of course there are a few things to keep in mind. That is the case with every new evolution. If we want to close the cycle without leaving waste behind, clothes in imperfect condition must also be given a place. Smart solutions must be found for this, such as an internal repair service. Moreover, we are well aware that it is difficult for brands to set up a brand new circular business model in addition to their core activities. But that is precisely why okret is here.
We help brands to organize their recommerce activities. We have all the knowledge to build a resale system that works for your brand, your customers and your values. And the planet, too. Because by stimulating resale, we invest in circular models that compensate for the negative effects of new production. That is how the fashion sector can show itself as a pioneer today.
Convinced? Join the circular revolution and contact us via the contact form.