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Combining used product information and quality betting on the future!

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Selling used clothing, once you’ve paid the price, is as old as retail. But today, new trends are emerging to give more weight to the second-hand market, trends that, at first glance, have nothing to do with each other.

A new concern is at the center of the debate: growing concern about environmental impact. These range from the impact of consumers on the planet, to the moral costs of industry on consumer goods worldwide, from textile production processes and manufacturing methods, to the speed of the supply chain. goods.

the study ” The carbon footprint of textiles in France“, conducted by Cycleco, assesses the carbon footprint of textiles per capita at 442 kilograms per year. Thus reducing production by the number of unsold products would be sufficient to reduce CO2 emissions by 25% along the value chain. It is clear that second hand and recycling have not They make it possible to reduce the sector’s total emissions by 10 to 15%. Combined with more recent studies that seem to show that landfilling has its own environmental impacts (chemicals in water and land), there is no doubt that the problem is both complex and onerous.

Recently, in the face of inflation, the flea market has returned to its roots, with charity shops seeing a huge increase in sales, buoyed by a surge in donations, as consumers have cleaned up during store closures. According to GlobalData, the global apparel resale market will grow by 85.5% between 2022 and 2026, reaching $338.4 billion. The market will grow three times faster than the global apparel market as a whole, and twice as fast as in Europe, in a market that has already grown by 30% in 2022.

According to Fevad X KPMG, the second-hand market (web and off-web) is booming. Today it is estimated at more than 7 billion euros in France. Furthermore it, 74% of online buyers say they have a reflex to check if an item is used before buying it new.

The rise of the used garment industry

This clash of trends has led to the emergence of various models, all of which have been placed under the sign of roundness. The goal is to ensure that items do not remain in safes, but are moved, or even never entered, in the case of rental, a market that has taken on a massive scale in France, according to the FinTech study. Three-way as 7 out of 10 people buy second-hand clothes and 2 out of 3 French people resell their clothes to make a little money, according to a survey published in April by Site-annonce.fr.

Online promotion of used products along with new products requires a different approach to how products are discovered and described. This process is greatly facilitated if the product information management system is able to easily access correct product data, on a reliable basis, rather than having to recreate it. And that foundation needs to be cloud-based, ensuring that product sheets are up-to-date, easily accessible, and can be deployed quickly. A centralized solution that perfects all products and descriptions also ensures that outdated brand information or messages are removed.

Thus merchandising and marketing professionals can work independently, implementing their unique skills, but without clashing because they work from a central repository of data. They have the freedom to be creative with their ranges, product descriptions, promotional and communication campaigns, in order to create exceptional product experiences to improve customer experience.

Components that allow the creation of product data studios, can be bundled to aggregate all product-related information in one place, accessible on a unified platform, so that they are not constrained by legacy data systems. And because everything is cloud-based, access to specialized applications such as onboard supplier data, user feedback, product research, and upselling is instant.

The advantages are found in the turnover rate: the communication applied around the used product helps build customer loyalty. Once the data is sorted, employee productivity increases, which directly affects sales and conversion. Product returns are reduced because item descriptions are rich, personal, and more accurate.

Finally, brands now have the tools they need to tap into the growing flea market, which isn’t going extinct for long.

Opinion article written by Tanguy Meriadec, Vice President Western Europe at Akeneo

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