Buy less. Repair more. ??
Embrace a timeless New Year's resolution: underconsumption. This movement, initially gaining momentum on TikTok, pushes back against lavish lifestyles and unnecessary spending to promote sustainability. With the fashion industry producing over 92 million tons of textile waste yearly, clothing purchases are an ideal starting point for consumers. As consumers become more strategic about their purchases, brands must prepare for this conscious shift in consumer behavior. Here are key ways retailers can engage with this movement: ?? Extend product lifecycles: Differentiate your brand through secondhand resale programs, including repair services, trade-ins, and more to start your commerce journey. This creates an additional revenue stream while strengthening customer loyalty and supporting your sustainability narrative. ?? Position your brand as an investment: Emphasizing material durability and timeless design helps customers justify premium price points, speaking to the cost-per-wear an item can offer in the long-term.? ?? Learn from your secondhand channel: A resale channel is a source for both product insights and customer insights. Trade-in and repair programs can reveal trends in how your items wear over time, helping you to improve your product development processes. Additionally, with 62% of Gen Z shoppers prioritizing sustainable brands, resale is an opportunity to engage with and learn from a new generation of shoppers.? Underconsumption will eventually extend beyond fashion, making this a great starting point for brands looking to improve to get ahead of their environmental impact. Read more in an article by Pamela Danziger’s article in The Robin Report at: https://lnkd.in/e9TYUTm4 #SustainableFashion #RetailInnovation #Recommerce