October 2, 2017
Stella McCartney's fall/winter 2017 campaign tackled consumption. Image credit: Stella McCartney
British label Stella McCartney is joining forces with The RealReal to market the reusability of luxury fashions, prompting consumers to get on board with the circular economy.
To celebrate the first edition of National Consignment Day, an official holiday founded by The RealReal, Stella McCartney will be promoting the resale of clothing through its boutiques. With concerns about the environmental impact of the apparel business rising, secondhand sales are one tactic to combat the fashion’s footprint.
Ecological impact
Following the inaugural National Consignment Day on Oct. 2 this year, the holiday will be celebrated on every first Monday in October.
Marking this new official holiday, Stella McCartney is furthering its ecologically friendly outreach at its U.S. boutiques. Here, the label will be educating consumers and helping to expedite the consigning process through The RealReal.
Part of the awareness campaign in stores will be centered on the impact consigning has on the environment. Currently, three-quarters of the 80 billion pieces of clothing produced each year end up in landfills, a fate that the partners aim to prevent through education.
The RealReal is encouraging consignment through Stella McCartney. Image credit: The RealReal
Both Stella McCartney stores and The RealReal’s newly opened concept shop in New York’s SoHo neighborhood will host panel discussions with experts on green fashion.
The RealReal’s physical boutique will also host a Stella McCartney pop-up shop.
“Sustainability is important to us and I’m excited to be partnering with The RealReal on this new sustainable program,” said Stella McCartney in a statement. “We believe that consignment and recommerce can play a significant part in reducing the amount of raw materials that are required each year from our planet.
“This is key in our commitment to becoming part of a more circular economy,” she said. “By ensuring that our products are used for the entirety of their lifecycle it is possible to begin to slow down the amount of natural resources currently being cultivated and extracted from the planet for the sake of fashion.”
The RealReal and Stella McCartney will launch a larger national campaign in 2018.
Beyond the in-store events, The RealReal is encouraging a social media dialogue around the circular economy with the hashtags #NeverThrowAway and #NationalConsignmentDay.
“Sustainability has been in The RealReal’s and Stella McCartney’s core since day one,” said Julie Wainwright, CEO and founder of The RealReal, in a statement. “The RealReal was founded to extend the lifecycle of luxury products in a trusted, dynamic marketplace.
“I am thrilled that we will be working with Stella McCartney to further both of our missions of extending the lifecycle of luxury goods and creating a greener planet,” she said. “National Consignment Day allows us to raise awareness about the circular economy, especially as it applies to the luxury market.”
Consumers are adjusting their perspective on ownership, leading to the rise of alternatives to traditional purchasing in the fashion and beauty categories.
The convergence of consumers’ thriftiness and desire for sustainability is creating new models for consumption, such as rentals and secondhand marketplaces. In a webinar from Euromonitor, titled "The New Consumerism: Impact on Beauty and Fashion Industries," two of the research firm’s analysts pointed out that brands in these categories need to regroup and deliver experiences and products that consumers are willing to pay for to remain competitive (see story).
Luxury in particular, due to its high levels of quality and craftsmanship, is well-positioned to be part of the circular economy, with a single garment holding the potential to have multiple owners throughout its lifecycle.
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