UK-based brand Burberry has teamed up with luxury consignment marketplace The RealReal to promote sustainability in fashion.
The two parties aim to promote the benefits of a circular economy by encouraging consumers to extend the life of their products through resale. Those that consign Burberry items with The RealReal are being offered what is termed “an exclusive personal shopping experience” in select Burberry stores across the US.
In practice, this means that the consigner will receive an invitation for a personal styling appointment and British High Tea at a Burberry store.
“A brand as storied as Burberry embracing the circular economy demonstrates the power of resale’s impact on both the luxury market and the planet,” said Julie Wainwright, ceo of The RealReal. “I hope together we’ll be a part of pioneering a future in which circularity is a consideration for every luxury brand.”
The RealReal says that resale demand for Burberry has increased by 64% year-on-year, with searches for Burberry on the site rising fastest among millennial and Gen Z customers.
According to the Ellen MacArthur Foundation, more than $500bn of value is lost every year as a result of clothing not being utilized or recycled effectively, with some garments in the US discarded after just seven to 10 wears.