France-based clothing brand Armor-lux is collaborating with Paris-based recommerce startup Faume, which provides resale solutions for brands and retailers. This collaboration will see the nautical-inspired ready-to-wear company launch a resale marketplace to give returned items a new lease of life.
The launch coincides with a redesign of the Armor-lux e-commerce site. It will allow customers to return products from Amor-lux Group brands Armor-lux and Bermudes and receive a voucher to spend on the site. The amount will be based on the product’s condition and the new set price.
The clothing will then go through a process of reconditioning to be authenticated, quality-controlled and repaired. Garments will then be put on sale via a separate resale website that Faume will operate on behalf of Armor-lux.
Armor-lux’s objective is to benefit from a resale model that is outsourced and managed externally, while retaining control of and enhancing the returns process. This, in turn, has the potential to build customer trust and loyalty while accessing a new consumer group that cares about fashion sustainability.
“This new service builds loyalty among our current customers and attracts new generations accustomed to online secondhand sites. Moving into secondhand seems essential to us today to be in line with our commitments to product quality and longevity, and to offer our customers the same premium shopping experience, within our brand universe. We are delighted with the partnership with Faume, who offered us a suitable, simple, and effective solution, ” said Thomas Gueguen, managing director of Armor-lux.
Armor-lux says it has collected, sorted and recycled 210 tonnes of clothing since 2015.
