Sustainable Fashion: Clothing Transforming into Trees

The Recommerce Revolution: Is Buying Used the New Black?

Beau Callahan in Business & Economy December 2025 • 4 min read.

"Discover how the rise of branded recommerce is changing the fashion industry, promoting sustainability, and offering savvy consumers new ways to shop."

The fashion industry is undergoing a seismic shift. Forget fast fashion; a new trend is emerging: recommerce. Branded recommerce, where manufacturers sell pre-owned items directly through their e-commerce sites, is not just a fad—it's a revolution transforming how we think about ownership, sustainability, and value.

Driven by environmentally conscious consumers and enabled by innovative digital platforms, recommerce is reshaping classic economic models. Companies like Patagonia and Lululemon are leading the charge, integrating pre-owned items into their business models and creating a circular economy within their brands.

But is recommerce all sunshine and sustainable rainbows? This shift introduces complex questions about market segmentation, product durability, and the potential for cannibalizing new item sales. Let’s explore how branded recommerce balances these challenges while aligning profits with a greener future.

What is Branded Recommerce and Why Should You Care?

Sustainable Fashion: Clothing Transforming into Trees

Branded recommerce refers to the practice where brands create platforms to buy and sell used products directly from consumers. Unlike traditional second-hand marketplaces, this approach allows brands to maintain control over the resale process, ensuring quality and brand consistency. Major players across various industries are now embracing this model, signaling a significant change in consumer behavior and corporate strategy.

The market for pre-owned items has exploded in recent years, fueled by digital innovation and a growing awareness of environmental issues. The numbers speak volumes: sales of pre-owned apparel exceeded $100 billion globally in 2022 and are projected to double by 2026, accounting for nearly a quarter of all apparel retail sales, according to ThredUp. This growth underscores the increasing importance of recommerce as a key driver of sustainability and brand engagement.

Sustainability: Recommerce reduces waste by extending the life cycle of products, aligning with consumer demands for eco-friendly options.
Brand Control: By managing the resale process, brands ensure quality and consistency, enhancing the overall customer experience.
New Revenue Streams: Recommerce opens up new markets and revenue opportunities, tapping into a growing segment of value-conscious shoppers.
Customer Loyalty: Offering trade-in programs and resale options fosters stronger relationships with customers, encouraging repeat purchases and brand advocacy.

However, the rise of branded recommerce isn't without its challenges. Companies must carefully manage the risk of cannibalizing new product sales while ensuring pre-owned items meet customer expectations. Successfully navigating these complexities requires a strategic approach that balances profit motives with sustainability goals.

Recommerce: A Sustainable Path Forward

The recommerce revolution is more than a fleeting trend—it's a fundamental shift towards a more sustainable and circular economy. As consumers increasingly demand eco-friendly options and brands seek to enhance their environmental credentials, recommerce offers a powerful solution. By embracing pre-owned items, companies can reduce waste, build customer loyalty, and unlock new revenue streams, paving the way for a greener and more profitable future.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: https://doi.org/10.48550/arXiv.2405.09023,

Title: The Rise Of Recommerce: Ownership And Sustainability With Overlapping Generations

Subject: econ.gn q-fin.ec

Authors: Rubing Li, Arun Sundararajan

Published: 14-05-2024

Everything You Need To Know

What exactly is Branded Recommerce?

Branded recommerce is a business model where brands create platforms to buy and sell used products directly from consumers. Unlike traditional second-hand marketplaces, this approach allows brands to maintain control over the resale process. This ensures quality and brand consistency, as well as offering a curated selection of pre-owned items, which enhances the customer experience. Companies like Patagonia and Lululemon are examples of brands that have adopted this model. It's about more than just selling used items; it's about extending product lifecycles and building a more circular economy.

Why is Branded Recommerce becoming so popular in the fashion industry?

Branded recommerce's surge in popularity is due to a combination of factors. Firstly, there's a growing consumer demand for eco-friendly options, and recommerce directly addresses this by reducing waste and extending the life of products. Secondly, digital innovation has made it easier for brands to create and manage recommerce platforms. Finally, brands are recognizing the potential to boost sustainability, control their brand image, and tap into new revenue streams. The market for pre-owned apparel, for example, has already exceeded $100 billion globally in 2022 and is projected to double by 2026.

What are the key benefits of Branded Recommerce for both brands and consumers?

For brands, the key benefits include sustainability, brand control, new revenue streams, and enhanced customer loyalty. Recommerce allows brands to reduce waste, ensure quality and consistency in the resale process, tap into a growing market, and foster stronger customer relationships through trade-in programs. For consumers, the benefits include access to more sustainable shopping options, the ability to purchase high-quality items at lower prices, and the opportunity to participate in a more circular economy, extending the life of the products. This also gives the customers an opportunity to find unique items from the brand they love.

Are there any challenges associated with implementing Branded Recommerce?

Yes, there are several challenges. One of the main concerns is the risk of cannibalizing new product sales. If pre-owned items are too readily available or priced too attractively, they could potentially detract from sales of new products. Companies must carefully manage this balance. Other challenges include ensuring the quality of pre-owned items meets customer expectations, managing logistics for buying, cleaning, and reselling used products, and building trust and transparency in the resale process. Successfully navigating these complexities requires a strategic approach that balances profit motives with sustainability goals.

How does Branded Recommerce contribute to a more sustainable future?

Branded recommerce plays a significant role in promoting sustainability by extending the life cycle of products and reducing waste. By embracing pre-owned items, companies can reduce the environmental impact associated with manufacturing new products. This aligns with the growing consumer demand for eco-friendly options and helps foster a more circular economy. Moreover, recommerce encourages responsible consumption, promoting a culture of reuse and repair, which is crucial for building a greener and more profitable future in the fashion industry. Brands like Patagonia and Lululemon are leading the way, integrating pre-owned items into their business models and creating a circular economy within their brands.