Attending vintage and second-hand markets or shops has certainly become commonplace for many, especially in recent years. One of the first reasons that leads us to consider the purchase of second-hand garments is given by the desire to totally or partially avoid the purchase of fast fashion, to respect sustainability and the life cycle of the garments.
Another reason is to be able to find pieces with a unique cut, with a manufacture that has nothing to do with certain garments that we buy today in some chains, about three times the size of a vintage garment in excellent condition. Moreover, whether it is a signed vintage or unbranded garments the cost is lower than the new one.
For this reason, with the advancement of an increasingly necessary trend for circular fashion, many brands are also joining initiatives for the resale of their vintage in some sites with the “second hand”section, one of which is The Real Real.
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This luxury goods site begins its journey of reselling unsold items from famous brands to give them another chance to unlock their inventory. As we know, this problem has affected many luxury companies for years that, not knowing how to manage the overload of production of garments, have chosen to burn the unsold, causing a huge problem of organization and sustainability in the economic fabric of fashion.
The first brand that joined this initiative is Burberry, among other things the first to be discovered burning the unsold collections, which has decided to give itself a new opportunity through the The Real Real platform.
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Immediately followed by Gucci too, which included some wonderful pieces of the maison at competitive prices without devaluing the product.
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Later, another platform to watch for second-hand high fashion purchases is the new section of Selfridges intelligently called Resellfridges, planet project, whose slogan is “let's change the way we shop”. These are valuable pieces and the archive file, with a high cost, which however helps to close the cycle of production and wasteful retail practices.
What I would like to emphasize about this initiative is that the product is described in detail with instructions on how to treat the garment. In some cases like the description of the bags, Selfridges also describes them in the perfume, or in its defects, demonstrating full transparency in the sale.
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Another platform that has been promoting second hand in its sales channel since 2019 is Farfetch “second life” for the resale of vintage garments and bags. The idea was born following their environmental impact calculator that shows us when we help limit the production of carbon, water and waste by purchasing pre-owned.
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This shows how important it is to make consumers increasingly aware of their purchase choice.
Finally, I would like to underline the presence of multiple Instagram profiles with the intention of raising awareness of the fashion and non-fashion consumer, such as @acteevism, @slow_fashion_lottie and an all-Italian profile @hand__to__hand, which deals with re-selling, creative recycling and many other ideas on how to have the right approach to a greener life and concept of shopping.
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