“Encore by Oscar de la Renta” is the new resale platform that will give customers the chance to shop vintage ODLR items or to even sell their own pieces.
The selection is curated from the archives of clients, collectors, and other vintage sellers and it includes a mix of both newer and vintage items, including dresses, jewelry, and more. According to the brand the garments are authenticated by their archivists and also reconditioned by hand in their atelier.
“Encore by Oscar de la Renta provides a sustainable alternative, extending the life and utility of exceptional heritage pieces,” the brand explained in a statement.
De la Renta believes it is important for Encore to exist not only as a sustainable endeavor, but also as a cause for good in the communities. That’s why, in addition, those interested in selling their own items can choose to donate 80% of the proceeds of the sale to one of the brand’s charitable partners: Habitat for Humanity, Dress for Success, World Central Kitchen, and The Colleagues of Los Angeles.
The platform is powered by Archive, a full-service resale partner for brands that helps them take ownership of their secondhand market in a way that’s authentic to their brand and customers.
The resale market for luxury brands has had an accentuated growth and some brands have echoed from this, not failing to start taking this business into their own hands. They’ve been able to recognize the advantages of embracing this division, such as building on the brand’s heritage and giving new, younger audiences the chance to get closer to the firm when they pursue trends that re-emerge.
Actually, Gen Z is leading the trends on purchases and consignment of second-hand clothes according to The RealReal 2021 Resale report. This is noticeably fueled by enthusiasts on social media, creators that help communicate and spread lessons of fashion history, resulting in new found love (and coveting) for specific vintage items.
Other than the new customers and new streams of revenue there’s the eco-friendly component, as more and more brands turn to focus on sustainability and ‘circular’ business models. Meanwhile, the secondhand market is forecast to reach $77 billion by 2025, that’s doubling in five years.
Despite the rise of platforms such as The RealReal, Vestiaire Collective or Depop, luxury brands are just starting to venture into resale. Even so, some fashion and athleisure brands such as Lululemon, Patagonia, COS, and most recently Jean Paul Gaultier, have launched official pre-owned resale platforms.
Other brands chose to partner with the third-party platforms already mentioned. Burberry and Stella McCartney consolidated partnerships with The RealReal back in 2017 and 2019 respectively. This way, they endorsed the second-hand market, expecting customers to be more inclined to buy new goods after having a first approach to the brand through pre-owned items.
Will more brands join this booming business?
