Lululemon’s Big Bet on Resale: What It Means for Fashion and Sustainability

Lululemon has joined a growing list of brands rethinking their approach to used clothing, as second-hand shopping becomes increasingly mainstream. The company’s Like New platform allows customers to buy and sell pre-owned clothing with other customers, but some critics argue it’s still just a way for companies to profit from used clothing.

The facility in Calgary, where Lululemon’s returns are handled by Tersus Solutions, processes between 1,000 and 1,500 items per day. This highlights the potential of resale as a major business opportunity. However, it also raises questions about the role of brands in promoting sustainability.

Retail analyst David Ian Gray notes that brands are looking at resale as a way to make money off their customers’ old clothes. “It’s not about sustainability – it’s about creating another revenue stream,” he says.

The Rise of Resale: A Mainstream Phenomenon

Resale is no longer just for thrift store enthusiasts or online marketplaces like Facebook Marketplace. According to a recent study, 77% of Canadians bought pre-owned items in the past year. This shift suggests consumers are becoming increasingly comfortable with buying second-hand.

For retailers, offering resale options can attract customers who may not be willing or able to pay full price for their products. “It’s a way for brands to reach out to customers who may not have been able to afford their products otherwise,” Gray says.

The Sustainable Future of Fashion?

As more brands get in on the action, it’s likely that we’ll see a significant shift in how consumers think about clothing. Victoria-based clothing company Anián shows us that resale can be a powerful tool for promoting sustainability by offering customers the option to sell their used products and reducing waste.

However, Gray points out that brands need to do more than just offer resale options – they need to prioritize sustainability in their business practices as a whole. “It’s not just about offering a resale platform,” he says. “It’s about changing the way companies think about waste and sustainability.”

The Next Chapter for Resale

As Lululemon and other brands continue to experiment with resale, this is just the beginning of a new chapter in the fashion industry. With more consumers becoming comfortable with buying second-hand, it’s likely that we’ll see a significant shift in how companies approach sustainability.

The days of throwing away old clothes are numbered. As Gray notes, “Brands need to take responsibility for their products’ entire lifecycle, not just when they’re new.”