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The future of branded resale is omnichannel.
That’s according to Emily Gittins, founder and CEO of re-commerce technology platform Archive. While the four-year-old firm has built a business helping brands like M.M.LaFleur, Marrimekko and The North Face build out branded online channels for secondhand sales, it’s evolving to meet consumers where they are.
“We’re seeing a consumer who wants to shop across e-commerce and retail quite fluidly, and wants that consistent brand story across the two,” she told Sourcing Journal. “That’s pushing brands to think about, ‘How can we replicate some of the exciting things we’re doing [on the web] into our stores?’”
“I think it’s a desire to have a really holistic story across digital and retail channels that is leading to this,” Gittins added.
This month, Diane Von Furstenberg launched its second in-store resale curation at its flagship in New York’s Meatpacking district, following up on an event it staged with Archive last fall to celebrate “Secondhand September.”
The heritage women’s wear brand, made famous by its iconic wrap dress (which celebrates its 50th anniversary this year), made its foray into resale last May with a channel called ReWrap. The “ReWrap Edit” brings several racks of pre-owned and vintage pieces to a store setting, where shoppers can...