4 Reasons Levi's New Online Secondhand Store Is Genius
With nothing more than a passing glance, it just looks like another way of widening the company's promotional web. Recycled apparel is in vogue, so if nothing else, there's publicity value packed into the idea. The new online venture from denim apparel brand Levi Strauss (NYSE: LEVI) that will resell secondhand jeans, however, is actually quite brilliant for a handful of reasons.
Like all for-profit corporations, this one's had to adapt. Consumers are prioritizing -- and rewarding -- good stewardship of the planet's resources. Some shoppers make a point of patronizing businesses that operate responsibly. These shifts in cultural norms have particularly put the fashion industry in the hot seat, since it alone accounts for around one-tenth of the world's annual carbon emissions, and its pollution output is expected to grow before it contracts.
One simple step in the other direction is reusing wearable clothing rather than throwing it away. Thrift stores and consignment shops already do this, while venues like ThredUp and The RealReal bring a sense of fashion and organization to the effort. More recently, conventional retailers such as Walmart and Macy's have partnered with major secondhand resale players.
Source Fool.com