Following the footsteps of a number of Kering brands, including Alexander McQueen and Gucci, are experimenting in the second-hand fashion market, Balenciaga is officially partnering with tech-and-logistics platform Reflaunt to launch its first ‘circulariy program’ – an initiative to help customers sell their used Balenciaga products.
Authentication and pricing are conducted before the items are photographed and listed on a network of global marketplaces. The products can be dropped off at participating Balenciaga stores or collected via a scheduled service.
As the growth of the secondhand market becomes incessant, key fashion players in the industry have eventually shifted their attitudes toward resale as a way to solidify brands’ sustainability credentials.
Kering, being one of the early adopters of the trend, acquired a 5 percent stake in luxury resale site Vestiaire Collective last year. Meanwhile, Chanel and Hermès remain skeptical. Axel Dumas, the Birkin-maker’s CEO, told analysts in June that engaging in the market would hurt the brand’s regular customers.