The fashion industry – or more precisely the 100 billion garments produced each year – contributes up to 10% of global greenhouse gas emissions. It is difficult to fully grasp all the harm the Earth is suffering. But why are we still advocating it?
The vintage market is about to crash fast fashion?
Admittedly, it’s hard to contain the feeling of excitement before each new collection, the joy of “adding to the cart” an item that we have been hunting for, but what is more “disillusioned” than when all All these “positive energies” become a lethal dose for the environment.
However, after more than a decade of shopping and creative indulgence, it’s time for all of us to face responsibility: to care about fashion today is at the same time concerned with its influence on behavior. pure. The main solution is to shop with reason instead of feeling.
Fashion lovers also have a big role to play in the development of sustainable fashion. Livia Firth – Founder of Eco-Age (a company that verifies and certifies the sustainability of brands) started the #30Wears campaign to encourage people to ask themselves the question “Am I wearing this? 30 times at least?” before deciding to pay for any item. “You’d be surprised at how often no,” says Firth.
Besides, with the development of e-commerce and social networks, buying and selling second-hand goods is getting easier and easier. The secondhand market has exploded thanks to sites like The RealReal, Vestiaire Collective and Depop. Luxury brands are looking to capitalize on this trend.
Guccipartnership with The RealReal, and Burberry recently announced a partnership with the UK’s leading luxury rental and resale platform – My Wardrobe HQ in a move to optimize shopping services. Burberry customers now have a variety of options as they can consider both vintage and ready-to-wear items for their wardrobe.
The RealReal has attracted six million new members in the past year alone. In 2022, during WIRED World’s annual trending press conference, Fanny Moizant, president and co-founder of Vestiaire Collective, announced that the resale trend would become “a phenomenon similar to e-commerce in the coming years.” 1990’s”.
Both were initially underestimated by the fashion industry, however: “Today, no one can deny that e-commerce is growing very strongly. On the contrary, the consequences for conservative brands are that the difficulties are piling up and are at risk of being wiped out in the 4.0 era. Despite the growth of e-commerce, most luxury brands are still more “open” to the “pre-used” market due to fear of profit sharing contracts or reducing the exclusivity of the brand. sign”.
Last year, Vestiaire Collective launched the “Brand Approved” campaign in partnership with Alexander McQueen . Accordingly, when a vintage item is marked “Brand Approved” on Vestiaire Collective, it is checked and confirmed by the brand itself before being officially sold.
French fashion house Jean-Paul Gaultier is also opening its archives for rent; The company’s new website has its own “resale” category. Valentino has also started a “Valentino Vintage” program, which encourages customers to resell old Valentino designs to key stores worldwide and exchange for vouchers.
According to a report by Research Labs Statista, the second-hand luxury goods market is estimated to be worth around €28 billion by 2021. It is growing four times faster than the primary luxury market, 12% and 12% respectively. 3%.
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