Circularity is becoming a consideration at several levels of the fashion industry. Swedish brand COS, an elevated offering within the H&M company portfolio, launched its own resale platform in 2020 called COS Resell. The platform was created with the “ambition of extending the lifecycle of preloved clothes,” according to Francesca Lilley, head of sustainability and brand strategy for the London-headquartered company.
In addition to offer a more “circular” shopping option for customers, Lilley says the ambition of the program is to attract even more shoppers to the idea of secondhand. The idea of shopping secondhand fashion — and more specifically — pre-loved luxury pieces, isn’t new., has been investing, specifically, in the secondhand designer market since opening the business in 2013.Photo by Handout/Mine & YoursWatkins says she’s seen a marked shift in consumer perception of shopping secondhand.
“As brands integrate resale into their business strategies, the circular fashion industry will flourish,” Watkins says. “We can hope for a future where secondhand shopping becomes fully de-stigmatized — imagine a world where consumers turn to resale as their first choice. This mindset shift will allow for a more sustainable fashion ecosystem, and a circular economy.”
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