A new urgency arises, second hand platforms smell the deal and make themselves available. Target? Dispose of the unsold clothing and accessories generated by the lockdown imposed by the Covid-19 pandemic. In the last few weeks, Luxury Soho (Tmall’s digital outlet) and Bdroppy (Assocalzaturifici platform) have gone online. Most recently, the TheRealReal resale portal has entered into a significant agreement with Philip Lim.
The new unsold urgency
One of the big problems that afflicts the fashion market is that of finding a destination for the unsold. It is a question of manufacturer liquidity, brand image and sustainability to prevent products from being destroyed. The strategy of granting discounts, hidden from many top luxury brands that fear repercussions for their image, may not be enough. Thus, other solutions are tested.
TheRealReal project
For example, Phillip Lim has in fact decided to be assisted by the TheRealReal platform. The products of the 3.1 Philip Lim brand have been placed in a dedicated shop, and will remain there until they are sold. The aim of the operation is to relieve the weight of inventory in the warehouse, and to give the designer an alternative to the wholesale channel. “We are the additional channel to unlock that inventory and share it with millions and millions of buyers around the world”, Karin Dillie of TheRealReal told WWW. While Philip Lim has decided to add his name, TheRealReal also offers the possibility for brands to sell anonymously. The resale company said that the B2B channel has doubled its product offering since the beginning of May, compared to the same period in 2019.
