Balenciaga has collaborated with tech and logistics platform Reflaunt to launch a resale programme. Alongside Alexander McQueen and Gucci, it is one of Kering’s brands to have opted for this. Customers would be able to sell their old Balenciaga clothing and accessories through this initiative. Products can be picked up online or dropped off at participating Balenciaga stores. There they would be authenticated and priced before being photographed and listed on a network of global marketplaces. The interest in the secondhand market and sustainability is solidifying resale culture. The brand described the project as a “circularity program.” Nonetheless, many fashion brands, including Chanel and Hermes, are sceptical about the practice. Their main fear is that it will stifle sales, encourage counterfeits, and harm carefully cultivated brands.
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