Young people's interest in recycling is increasing, and the Swedish clothing chain has decided to respond to this.
The Swedish clothing chain Hennes & Mauritz (H & M) wants to try selling used clothes. Thus, the Scandinavian company wants to alleviate consumers' concerns about the environmental consequences of fast fashion. This was stated by Anna Gedda, head of sustainability at H & M.
H & M Launches Online Used Clothing Sales Pilot Project in Sweden on its website & Other Stories. And the goal is to extend this system to other markets and brands in the coming years.
Young people's interest in recycling is increasing and, according to Gedda, it makes sense to think about it.
Fashion Dirty Secrets
H & M believes that this is a growing part of the apparel industry, which brings great opportunities to consumers while at the same time having an impact on the environment as the product's life expands.
Recognizing the damage caused by the expansion of fast fashion, when clothes are so cheap that consumers use them only a few times, has increased last year. The BBC documentary "Fashion's Dirty Secrets" last year described the fashion industry as one of the most polluting industries in the world.
So far, there have been few indications of falling demand for fast fashion. However, according to research by ThredUp, experts estimate that the second-hand clothing market will double to $ 51 billion over the next five years, mostly due to demand for unique products that drive growth. .
Not caught in the past
H & M tried to sell used clothes in the past, but he did not. Now the situation is completely different as consumers are more interested in the environment and sustainability, Gedda said.
The so-called vintage fashion pieces from H & M are now available on the ASOS website and on eBay.
The second-hand Swedish platform, Sellpy, will also be working on the H & M pilot project. It is a start-up that H & M invested in. This online store has a separate section for & Other Stories.
The second largest
H & M is the second largest apparel retailer in the world after the Spanish company owned by Zara, Inditex. However, profits from the Swedish chain have been falling in recent years, and inventories of unsold goods are increasing as it has not been able to react quickly enough to change the behavior of customers who increasingly prefer to shop online.
In addition, H & M seeks to improve its environmental credit. It uses more organic cotton and encourages customers to recycle their clothes, or in some countries, to fix clothes.
And as customers look for greater transparency in the supply chain, Gedda said H & M is about to launch a system that allows buyers to determine which factory produced the part and more details about the part.