Nearly two years after launching its resale platform in Canada, the fast fashion brand H&M is targeting the American market.
The Swedish retailer is expanding its H&M Pre-Loved resale platform, created in conjunction with online consignment platform ThredUp. The clothing brand initially added 30,000 garments to its online resale site, and ThredUp will replenish it with clothes sent in by customers.
“We must take responsibility for the impact of fashion on the climate and the environment…With the launch of our first resale model in the US market, we are taking the next big step in this direction,” said Abigail Kammerzell, head of H&M. sustainability.
While sustainability continues to be a priority for consumers – according to a 2022 study by global strategy consulting firm Simon-Kucher & Partners, 65% of US buyers consider it before making a purchase – resale has become an increasingly popular proposition for brands. This is even the case in fast fashion: Zara and Shein launched resale operations last October. ThredUp has served as a partner for a number of these efforts with its resale-as-a-service offering, partnering with Athleta, Madewell and J.Crew to provide the back-end capabilities for these platforms. With the launch, H&M is now ThredUp’s largest resale partner.
Although it has operated a clothing collection program since 2013, H&M has previously come under fire over allegations of greenwashing. Last fall, these claims finally led the brand to remove its “Conscious” collection, which was marketed as eco-friendly, from the shelves.
Learn more:
Why Major Retailers Are Finally Taking Resale Seriously
H&M is the latest to enter the space, with Marketplace set to launch on September 7 in Canada. The fast fashion giant sees an opportunity to attract new customers and boost its sustainability credentials. But he has a lot of competition.
