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World’s largest fast fashion company, Zara, is trying to turn a new leaf as it enters the resale market. This is another strategic shift of seeing that more and more consumers are switching toward circular fashion where they prefer purchasing second-hand clothing. The platform will allow the customers to purchase, sell and return their clothes from Zara and this will reduce wastage in the fashion industry.
This initiative will apply a very significant change in the direction of causing a change of tune in the branding angle of Zara, which for many years has been viewed as a representative a fast fashion company, a model frowned upon by many. Thus, it is clear that by entering the secondary market, Zara not only solves the problem of overproduction and disposal of goods but also targets a new, environmentally conscious population.
Some of the features of the second-hand platform include A simple interface in which consumers who wish to sell off used Zara products and services will post. Besides the function of selling clothes, it will also enable purchase, and, also have repair services for customers to lengthen their use of garments. This is particularly worth appreciating since consumers are urged to ensure that they take good care of their apparels thus eliminating the need to frequently go shopping for new ones.
It is not unique to Zara that has created a new section called Resale that has recently become popular among fashion retailing companies. Companies such as H&M and Patagonia have already begun to introduce corresponding platforms to meet the public’s growing need for ethical clothing items. Zara’s action may spur other brands of the fast fashion market to adopt similar strategies that can greatly affect the fashion business market.
However, the new platform of Zara is not only created to conform to the new development in consumers’ taste. It also ensures that the brand meets sustainable goals and objective of the organization. Similar to the global competition, Zara has committed to emissions cut and increased utilisation of sustainable materials. The second-hand platform is therefore a practical means of realising these objectives.
On the other hand, critics may complain that despite positive changes being made, there are still environmental issues of fast fashion. Despite the developments within the industry the key issues with regards to sustainability such as the efficiency of cycles and cost of material are still not fully addressed.
Therefore, the used platform of Zara is beneficial for the development of the brand, that has the aim of the gradual transition to ecological interaction. Thus, by choosing to integrate the circular economy model into its operations, which has effectively captured the global change in consumer behavior, Zara is at the same time assuming its share of environmental liability. To which extent such approaches can be a starting point for the further changes within the scope of the fashion industry’s sustainability, it is hardly possible to predict, though.
