Burberry Teams Up With The RealReal to Promote Circularity
And it's rewarding customers who participate.
In its latest move to promote sustainability in fashion, British brand Burberry has announced a new partnership with luxury resale site The RealReal.
According to a release, customers who consign Burberry pieces will be offered a personal shopping experience at one of the brand’s stores in the US. WWD reports that this experience includes “champagne and high tea and a personal selection of new Burberry products to shop from, including their latest collection of more than 109 looks.”
The brand says it hopes the partnership will encourage consumers to think more about circularity in their own wardrobes. “Leading the way in creating a more circular economy for fashion is a key element of our Responsibility Agenda,” Pam Batty, the VP of corporate responsibility for Burberry said in a release. “The RealReal shares our ambition to promote a circular economy and keep clothing in use for longer. We know that the enduring quality of Burberry pieces mean their appeal and value is long-lasting. Through this new partnership we hope to not only champion a more circular future but encourage consumers to consider all the options available to them when they’re looking to refresh their wardrobes.”
Additionally, both companies have made a donation to Materials for the Arts, whose mission is to help educate customers on the benefits of “creative reuse” and to help change the way they look at materials and waste.
According to The RealReal, demand for the luxury British label has grown 64 per cent year-on-year, with the core interest coming from millennials and Gen Z.
To celebrate the partnership, The RealReal looked into its data to calculate the greenhouse gasses, energy output and water usage offset by consigned Burberry pieces since 2011 – and the results are seriously impressive. In total, 77.4 metric tons of carbon emissions have been offset and 3.9 million litres of water have been saved as a direct result of Burberry consignments on the platform alone.
This announcement is the latest in a string of eco-friendly news from Burberry, following its pledge to eliminate all unnecessary plastic packaging by 2025, to stop using fur and to stop destroying unsold goods.