Fashion brand encourages resale through social media
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The company supplies QR codes that generate an ad for reselling clothes once users are done with them
Spotted: Most people only wear a fraction of the clothes they own. One survey of 2,000 UK adults found that the average person has at least 26 items of clothing they have never worn, while only 6 per cent of respondents reported that they have worn every item in their wardrobe at least once. Scandinavian fashion brand Samsøe Samsøe wants to encourage people to reduce this waste by making it easy for them to resell little-worn clothing.
The company stiches Resell Tags into each item it sells. These contain QR codes with information such as size, colour, model, and more. Scanning the code will automatically create an ad for the item that can then be placed on Instagram and Facebook marketplaces – all the user needs to do is add a price.
In addition to information, each tag also comes with a small ad budget and the tag automatically generates and publishes a hyper-local campaign to promote the item to potential buyers. The tags bypass one of the main reasons people do not resell their unused items – the time it takes to photograph items, create a description, upload the product and advertise it.
The tags were created by Danish marketing company Uncle Grey. Lars Samuelsen, chief strategy officer and creative chairman at Uncle Grey, explained, “The Resell Tag aims to solve one of the most overlooked issues within the fashion industry; the fact that we are using the items we buy less and less before they get relegated to the back of the closet. Research shows that … items are getting used as little as seven times before they end up on that list. We want to help solve this issue.”
The movement to reduce fashion waste is finally gaining steam, and at Springwise we have been tracking innovations in this space with growing excitement. From a platform that upcycles textile off-cuts to a closed-loop production platform that helps smaller companies provide traceability, there is now no shortage of creative ideas to improve sustainability in the fashion industry.