The launch of hmcanada’s new resale initiative is more proof that second-hand shopping is changing the retail landscape.
H&M Rewear, the Swedish conglomerate’s new resale initiative, rolled out exclusively in Canada on September 7. Similar to other resale platforms, individuals can buy and sell any piece of clothing from any brand, including H&M. For payment, sellers have the choice between receiving a direct deposit or an H&M gift card with an added 20 percent value.
This move by the brand no doubt signals a yearning for a piece of the fast-growing resale market, Stephens says, noting a desire from fast fashion retailers to “counter their negative impact on the environment by promoting resale and re-use” with programs like these. And it’s not hard to understand why. Fast fashion and fashion resale are naturally opposites — where one works to reduce environmental pollution and waste, the other directly fuels it with clothing that is not crafted for longevity. As brands like H&M have pioneered and perfected the fast fashion system, they shoulder responsibility for its environmental impact.
That being said, as a fast fashion leader, H&M has been attempting to improve its environmental footprint for many years. In 2010 the retailer launched its Conscious Collection which uses 50 percent
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