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Re-commerce gaining momentum in India

Feb '20
Pic: II.studio / Shutterstock.com
Pic: II.studio / Shutterstock.com
The hazards of fashion industry are well-known, and to curb its dangerous environmental peril, one good option is re-commerce. Going by the 4R’s, re-commerce is all about renting, reusing, reselling, recycling fashion products. Borrowed or rented closet is a key term now and fashionistas and influencers are promoting the cause more than ever in India.

Sustainability and slowing economy are primary reasons for the paradigm shift towards buying sentiments of consumers. The resale market gives an option of flaunting a vintage or much desired piece without shelling out a bomb and at the same time it gives a satisfaction of wearing a famous label.

Initially the concept didn’t have much takers but now with regular workshops and social media influence people are making a swing towards imbibing the re-commerce culture. Conscious consumers are also aware about the fashion industry’s callous production methods, and they understand that re-commerce is a great way to have new closet thereby reducing carbon footprint.

“Re-commerce is all about thrift and sustainability. There are many things which are never obsolete in the fashion world, and some flashback trends always lure the style-conscious people. As people always show interest in the clothes and accessories worn by celebrities, the concept of re-commerce will make these luxury items more accessible to masses at a fair price. As such, re-commerce is a step towards sustainable fashion,” Puneet Jain & Yatin Jain, directors of Odhni, told Fibre2Fashion.

According to Jain brothers, “Most of the fashion-savvy people belong to the middle-class who always look for value for money. Still, an average consumer thinks twice before picking a premium brand. Re-commerce will empower such consumers with an all-new experience of wearing their dream brands at an affordable price. On the other hand, re-commerce will bolster the growth of fashion e-tails because these are the places where consumers can explore better and have maximum number of offers to avail.”

For Nidhi Yadav, creative head and founder at AKS Clothings, one cannot talk about sustainability without talking about re-commerce market. “The re-commerce market facilitates recirculation of the product and given that it comes at a reduced cost, it's beneficial for both the buyer and the environment. The re-commerce market taps not only the environment conscious customer base, but it also tickles the fancy of the fashion savvy flock which otherwise cannot afford the product. According to an estimate, re-commerce helps recycle 1.25 million tonnes of textile waste every year, driving the fashion industry towards a more eco-conscious lane.”

Talking about how re-commerce is going to impact e-commerce, Yadav said: “While e-commerce players are luring the customers with discount offers, many small-scale re-commerce start-ups have mushroomed in the country to capitalise on the uptapped billion-dollar opportunity. In streamlining the process, they offer services like free doorstep pick up, verifying the authenticity of the product, sanitisation, delivery and returns. When it comes to fashion, the e-commerce industry is going to witness an exodus of customers towards the re-commerce market in near future.”

Fibre2Fashion News Desk (WE-DD)

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