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US designer Ulla Johnson partners with Archive for resale programme

22 Mar '23
2 min read
Pic: Ulla Johnson
Pic: Ulla Johnson

Womenswear brand Ulla Johnson has partnered with Archive, which powers customised resale for the most innovative fashion brands, to launch Ulla Johnson PreLoved. The new programme introduces first-of-their-kind offerings that bring personalisation and clienteling to the resale experience, including a 'Heart’s Desire' feature that lets customers put in requests for Ulla’s team to search for 'the ones that got away' from past seasons and 'Ulla’s Archive', featuring pieces from the designer’s personal collection, with sales proceeds going to Dress for Success, a global non-profit organisation dedicated to empowering women.

“We are thrilled to launch Ulla Johnson PreLoved in partnership with Archive and give our customers access to sought-after pieces from seasons past and present, including items from my own closet,” said Ulla Johnson, founder and creative director of the Ulla Johnson brand. “Archive’s breadth of offerings and ease of integration have enabled us to create a one-of-a-kind programme that feels authentic to the Ulla brand and that we can continue to grow in the future.”

As consumer demand for resale grows, Archive is enabling leading brands to easily incorporate customised, branded resale experiences into their businesses to drive revenue, customer acquisition and loyalty. The company supports a variety of resale models that innovative brands like Ulla Johnson can quickly switch on as they scale their re-commerce programmes.

The Ulla Johnson PreLoved programme enables the brand to extend the life of its thoughtfully crafted ready-to-wear pieces and accessories and to deepen its commitment to making fashion more sustainable and ethical. The programme is initially launching with a peer-to-peer offering that enables customers to easily list their secondhand items and then rely on Archive’s technology to automatically add brand-approved photographs and item descriptions. Sellers have the option to redeem their earnings for cash or credit that they can then use toward their next Ulla Johnson purchase, the brand said in a press release.

“Ulla Johnson is an inspiring designer who creates ‘future heirlooms’ that are crafted with care and that are meant to live many lives,” said Emily Gittins, CEO and co-founder of Archive. “We’re extremely proud to partner with her to launch a customised resale programme that gives shoppers an easy way to buy and sell preloved Ulla Johnson items and, ultimately, help create a more circular fashion economy.”

Fibre2Fashion News Desk (RR)

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