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Brief Published: 4 Nov 2020

Reframe: Ace & Tate x Depop Debut Circular Eyewear Model

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Ace & Tate x Depop

Aimed at improving an industry in which plastic is king and sustainability almost non-existent, Dutch eyewear brand Ace & Tate has launched Reframe – a resale initiative with ultra-popular UK resales shopping app Depop. Crucially, it provides a template which allows Ace & Tate to profit from consumers choosing to resell its products.

Glasses owners can take used pairs back to Ace & Tate stores in exchange for a €10 ($11.50) gift code. The brand then refurbishes the frames and lists them on Depop – the first eyewear company to do so.

In a canny move to boost its audience and create in-store footfall beyond the initial online sale, those buying the second-hand frames via Depop are contacted by Ace & Tate to ask for a recent lens prescription, and invite them for a free eye test in-store if they don’t have one already. As an extra incentive, frames purchased through the scheme cost 20-50% less than full-price Ace & Tate glasses, which start at € 108 ($127), including prescription lenses.

Both Ace & Tate and Depop’s target audiences are Gen Z and millennials – both of which are actively purchasing upcycled goods (59% and 57% respectively – First Insight, 2020). According to Depop, 90% of its 18 million-plus active global users are under 26, and in the UK, it’s estimated that one in three 15- to 24-year-olds are registered on the platform.

As the materials involved in producing eyewear (acetate in particular) are difficult to produce sustainably, it should be noted that this partnership is only a short-term antidote to the original manufacturing problem.

See also Maximising the Resales Opportunity: New Tools & Tactics and Maximising the Resales Opportunity: Cohorts & Communities.

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