Wednesday, February 21, 2024

Jimmy Choo Launches Its First Resale Program With Help From The RealReal


For the first time, luxury shoe and accessories brand Jimmy Choo is launching into resale via an exclusive partnership with secondhand platform, The RealReal.

Beginning October 6th, Jimmy Choo will help its clients consign their pre-loved items from the label on The RealReal’s platform. The RealReal is the world’s largest online marketplace for authenticated, resale luxury goods, with more than 28 million members. Qualifying clients will also be offered a complimentary styling experience with the label.

“Our partnership with The RealReal reinforces our commitment to the circular economy in addition to our established repair service,” Hannah Colman, Jimmy Choo CEO said in a statement.

“The partnership allows us to champion resale by offering our clients an opportunity to give their luxury items a second life,” Colman said. “This partnership ties back to the goals we are committed to in our sustainability manifesto.” The announcement was made on National Consignment Day, October 3rd.

“For more than a decade, we’ve been committed to driving the adoption of resale and position circularity as a key solution to the fashion waste crisis,” said Allison Sommer, The RealReal’s Vice President of Public Affairs and Business Development.

 Son Na-eun of Apink for W Korea x Jimmy Choo
Son Na-eun of Apink for W Korea x Jimmy Choo | Courtesy

“We know that recirculating just 1 in 5 items would help put fashion on track to achieve the 1.5-degree pathway laid out by the Paris Climate Accord, but the biggest hindrance to circularity is awareness.

“This partnership with Jimmy Choo raises circularity awareness by offering luxury consignment services to their sizable loyal customer base, reinforcing the company’s environmental commitments. We’re honored to be joining forces and generating tremendous impact with such a globally distinguished fashion house,” Sommer said.

The brands say the Circular Partnership will provide “a seamless experience” for Jimmy Choo clients that are engaging with resale—a trend that’s only growing, according to recent reports, including The RealReal’s most recent insights in its 2022 Luxury Resale Report. Fellow secondhand platform, Fashionphile, also reported on increasing demand for resale luxury items in its report published last week.

The launch into resale is the latest effort by Capri—parent to Jimmy Choo, Michael Kors, and Versace—to bring sustainability metrics into the fold. In 2020, to coincide with Earth Day’s 50th anniversary, the company launched its first corporate sustainability plan that included carbon-neutral targets and using renewable energy in all of its owned and operated facilities by 2025.

Capri also pledged to set emissions and water use reduction targets. Capri chairman and CEO John Idol signed the United Nations Global Compact, the world’s largest corporate sustainability initiative.

Kim Kardashian for Balenciaga
Kim Kardashian poses for Balenciaga, which has just partnered with Reflaunt on authenticated resale | Courtesy

Luxury labels far and wide are diving into resale. Balenciaga announced its first coordinated efforts last week, partnering with the luxury platform Reflaunt. Gucci, which was just named the most popular secondhand luxury brand, has seen great success with its Gucci Vault. Burberry, Ganni, and Valentino, have all also embraced the authenticated secondhand market.

While footwear companies have been slow to the resell market, many are looking at ways to reduce their footprint, including use of novel materials, such as plant-based and mycelium-based leather.

Last year, Manolo Blahnik launched a comprehensive aftercare program to extend the life of its shoes. ‘Mend My Manolos’ was the first of its kind partnership for The Restory, a London-based footwear repair service.


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