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Branded resale apparel programs: a response to collaborative consumption

In: Understanding Collaborative Consumption

Author

Listed:
  • Meegan Feori-Payne
  • Rebeca Perren
  • Stephanie J. Lawson

Abstract

Collaborative consumption in the apparel industry is on the rise, resulting in prolonged product life as resale marketplaces become increasingly mainstream. Brands continue to invest in these channels to sustain sales growth and engage customers, even in the face of competition with new products. This chapter examines the strategic deployment of branded resale programs in the apparel sector through a qualitative case study. Three key cases are presented, showcasing different approaches to launching resale channels, and ten factors are proposed for consideration during implementation. The chapter also discusses the opportunities and challenges of branded resale.

Suggested Citation

  • Meegan Feori-Payne & Rebeca Perren & Stephanie J. Lawson, 2024. "Branded resale apparel programs: a response to collaborative consumption," Chapters, in: Pia A. Albinsson & B. Y. Perera & Stephanie J. Lawson (ed.), Understanding Collaborative Consumption, chapter 10, pages 125-141, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:22104_10
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    File URL: https://www.elgaronline.com/doi/10.4337/9781035307531.00019
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