Cos Embraces Circularity with Peer-to-Peer Resale Platform
The Swedish label’s resale site will give it more control over its brand image throughout the product’s lifecycle, while also promoting circularity among its consumer base.
Allowing Cos’ dedicated consumer base to buy and sell pieces from the brand’s archive directly from other consumers, the online resale platform is expected to launch globally this year. Sellers can set their own prices for their items, and Cos will make a 10% commission from each sale made.
With the rapid rise in popularity of peer-to-peer resale platforms such as Depop, Cos is one of the first brands to take the resale of its products in-house. In having a very loyal customer base as well as a very distinct aesthetic, Cos is well suited to create this sense of community and belonging amongst its customers, while also ensuring that the brand’s image remains curated and defined, even in resale.
Brand image aside, this move is also an important one for sustainability. Circularity is becoming a popular topic in fashion, as designers and retailers realise that sustainability doesn’t just concern the manufacturing stage of a product. By providing consumers with a platform to buy and sell used pieces, Cos is taking responsibility for the lifecycle of its products beyond the initial purchase.