Burberry partners with The RealReal to promote circular fashion trend
Global luxury brand Burberry has collaborated with The RealReal, an authenticated luxury consignment marketplace, to help promote the concept of circular fashion.
The purpose of the partnership is to promote the advantages of a circular economy for fashion by encouraging customers to give unwanted branded items a second lease of life through resale, as billions of dollars are lost annually due to clothing not being used or recycled effectively.
“Leading the way in creating a more circular economy for fashion is a key element of our responsibility agenda,” said Pam Batty, VP corporate responsibility at 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.”
According to The RealReal, resale demand for Burberry has increased by 64 per cent year on year, with searches for Burberry on the site rising fastest among millennials and Gen Z customers.
“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.”
Burberry and The RealReal have contributed to Materials for the Arts to support its work in helping people reconsider the way they look at materials and waste, raise awareness of the importance of creative reuse.