Ralph Lauren x Depop: Pre-Owned Pop-Up Backs Sustainability
US heritage brand Ralph Lauren has launched a new Re/Sourced collection – available at a pop-up in its London flagship (October 22 to November 7), as well as on the Depop fashion resale app. The range includes more than 150 rare and vintage items.
The New Bond Street pop-up includes exciting pre-owned finds that have been sourced by a number of individual Depop sellers. “The Re/Sourced collection showcases the creativity inherent in sourcing vintage items, the unique pieces those endeavours can uncover, and the lasting quality of Ralph Lauren products,” said Depop’s chief marketing officer Peter Semple.
The resale market has experienced rapid growth recently, with 64% of British shoppers now preferring to buy second-hand garments due to guilt over fast fashion’s impact on the environment (Retail Gazette, 2019). Consumers now consider factors such as sustainable manufacturing processes and cost-per-wear of items before buying, and are more inclined to buy less, but of higher quality. Vintage and second-hand retailers encourage a slower consumption of fashion, as well as greater respect and care for individual items.
In addition to luxury consignment sites such as The RealReal and Vestiaire Collective, online retailers such as Farfetch and Asos have developed dedicated sections on their sites for pre-owned items. But Ralph Lauren’s direct involvement in the resale of its vintage pieces is an interesting development. Not only does it recognise the commercial opportunity of taking this market into consideration, but also takes responsibility for the long-term lives of its products. We expect to see more luxury brands developing their own in-house resale models in the future.
For more on fashion’s sustainable developments, see A Sustainable Journey and Wake Up to Fashion’s New Order. For more on the rapid growth of the luxury resale market, see How the Resale Boom is Evolving and Leveraging Longer Product Life.