Selfridges Worn Again initiative broadens focus on secondhand
Selfridges is seriously ramping up its already strong commitment to the circular economy with a raft of new initiatives to keep fashion in circulation for much longer.
In fact, the premium department store group wants to have 45% of its transactions made through its Rental, Repair and Recycle scheme by 2030, building on the growing popularity of the circular economy, especially among core young consumers.
So the all-new ‘Worn Again’ initiative will present a ‘season of second hand and circular shopping’ during SS23, hosting a series of events to buy upcycled fashion and take part in a swap shop across its London, Birmingham and Manchester stores, as well as online.
Central will be its showcase of the Reselfridges range via ‘The Edit’ from April-August in all three stores. It showcases a curated selection of products chosen by Selfridges buyers and sourced exclusively by Reselfridges’ global network of resellers and archivists.
As part of the season, the London flagship has already hosted a Marine Serre pop-up store showcasing the the French designer’s approach to regeneration .
Collaborations and events will be introduced as the season goes on, including a Swap Shop series, a Rent-to-Buy service, where customers can opt to purchase former rental items after renting it themselves; a charity Women for Women’Car Boot Sale (20 May) in the Selfridges car park; an outdoor furniture fair; and a reimagined stock market, helping customers get the most out of their older pieces. This includes valuation services, opportunities to exchange items and a repair shop from 15 May-4 June.
Worn Again also promises to ‘dial up’ the desirability of secondhand products, which will not only include clothing and accessories, but furniture, too. Vinterior, from April-August, brings its first-ever in real life shopping experience to the store for the duration of the initiative, with a host of “one-of-a-kind pieces, mid-century styles and iconic pieces” including a mushroom lamp and Togo sofas.
High-end accessories brand Coach has also launched its new sub-brand Coachtopia. The pop-up store there will boast 18 Coach Ergo styles exclusively available to shop at Selfridges until 21 May.
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