A stalwart of global sustainability in fashion, Burberry continues to expand corporate practices to reuse, repair, donate and recycle products and materials. In its latest initiative, the British luxury brand recently partnered with authenticated luxury consignment marketplace The RealReal to “promote a more sustainable future for fashion.”
According to the Ellen MacArthur Foundation, more than $500 billion of value is lost annually due to textiles not being properly recycled. The EPA estimates the average person throws away approximately 81 pounds of clothing every year. Through a new partnership, Burberry and The RealReal are aiming to support and promote the benefits of a circular economy for fashion by encouraging customers to extend the life of their products through resale. The pilot program, which launched earlier this month, offers customers who consign Burberry pieces at The RealReal an exclusive personal shopping experience in select Burberry stores across the U.S.
“Leading the way in creating a more circular economy for fashion is a key element of our Responsibility agenda,” said Pam Batty, VPCorporate Responsibility, Burberry. “The RealReal shares our ambition to promote the circular economy and keep clothing in use for longer. We know that the enduring quality of Burberry pieces means their appeal and value is long-lasting. Through this new partnership we hope to not only champion a more circular future but encourage consumers to consider all the options available to them when they’re looking to refresh their wardrobes.”
Burberry and The RealReal Join Forces to Make Fashion Circularlonger.”
According to The RealReal, resale demand for Burberry has increased by 64% year-on-year, with searches for Burberry on the site rising fastest among Millennial and Gen Z customers.
Together, Gen Z and millennials represent around $350 billion of spending power in the U.S.; additionally, Gen Z will account for 40 percent of global consumers by 2020. However, concern over environmental and social issues is not restricted to younger consumers. Two-thirds of consumers worldwide say they would switch, avoid, or boycott brands based on their stance on controversial issues.
“A brand as storied as Burberry embracing the circular economy demonstrates the power of resale’s impact on both the luxury market and the planet,” said Julie Wainwright, CEO of The RealReal. “I hope together we’ll be a part of pioneering a future in which circularity is a consideration for every luxury brand.”
Building on their shared ambition to make fashion circular, Burberry and The RealReal have made a donation to Materials for the Arts to support its work in helping people rethink the way they look at materials and waste, as well as educating the public on the importance of creative reuse.
For more information about consigning Burberry pieces with The RealReal, please visit therealreal.com/Burberry.
