New Report: Circular Fashion is Now

For many of us at BBMG, fashion was the gateway into learning about the need for sustainable business and the power of brands in culture to create positive change. As part of an industry rife with waste, pollution, and human rights abuses, fashion brands had their work cut out for them to repair harms in the system and invite consumers to adopt more sustainable behaviors. 

For years, consumers assumed sustainable fashion meant more expensive fashion. And brands thought sustainable fashion meant selling fewer garments. But that’s overlooking the massive opportunities in recommerce. Recommerce – or resale, or “pre-loved” fashion – is a win, win, win on every level, and a new report commissioned by the tech company Recurate, and researched and written by BBMG, helps show the way for brands that are ready to get in on the action.

Circular Fashion Is Now debunks outdated resale preconceptions and highlights the benefits of brand-owned resale. Key insights from the report include:

• Resale is not niche and is not just for Gen Z: 74% of people across all major markets, ages, genders and socioeconomic status shop recommerce
• Brand loyalty will increase with brand-owned resale: 75% of all recommerce participants said recommerce would increase their brand loyalty and frequency but right now rely on third party marketplaces 
• Opportunity to increase customer base and decrease production: 85% of recommerce shoppers would try a new brand if recommerce was offered
• Frequent fashion without fast fashion: 72% of Recommerce shoppers shop at least every 2 - 3 months 
• Brands aren’t doing enough: 62% of sellers feel brands could do more to help them participate in recommerce
• Customers are demanding brand-owned resale: 9 out of 10 people who shop and sell pre-owned want to shop peer-to-peer recommerce directly from the brand

Our findings show that as the resale market continues to grow and outpace traditional retail, it is imperative that brands are able to leverage resale as a brand experience, sustainability initiative and revenue driver. For brands, recommerce is key to unlocking the next chapter of engagement, growth and loyalty.

BBMG is proud to champion these insights for Recurate alongside our work developing circular strategies and collections for brands like The North Face Renewed and Target Zero to help make sustainable living more delightful and accessible for everyone.

We hope you’ll download the report and join us in leveraging the circular economy to help unleash your brand and regenerate our world.

Rock on, The BBMG Team

"Waste is a design flaw."

Kate Krebs, Director of External Affairs, Closed Loop Partners

CLIENT NEWS: Hungry Harvest Now in NYC 

The grocery delivery service Hungry Harvest is bringing their plant power to even more people with their expansion into more markets including – for the first time ever – New York City! Our NYC team was excited to get fresh, waste-fighting food at our doorsteps sporting our brand design on the box and on the product packaging.

Learn More

EVENT: See Change Summer Summit

Join BBMG at the See Change Summer Summit this September in person in Vermont and online worldwide and help solve some of the world’s biggest problems with a crew of diverse experts whose common thread is a passion for the future of people and planet. 

 Register Here

WE'RE HIRING: Finance Director

We have an exciting job opening at BBMG for a Finance Director. This is your opportunity to fuel our work with leaders who won’t wait on things that can’t wait. 

Apply Here

More Ideas on The Future We Want...

Why regenerative business is the new bar we must set for impact: Sustainability is the wrong goal for businesses that care about climate change >>

How to ensure recycled materials are ethically sourced: A Not-For-Profit Reimagines Recycling and Supply Chains to Profound Effect >>

Why brands that embrace longtermism will be the heroes of our future: How can we help humans thrive trillions of years from now? This philosopher has a plan >>

How better, faster, smarter, sustainable tech is finally getting the support it needs: VCs Say Climate Bill Will Help ‘Prime the Pump’ for Startup Growth >>

How to close the distance between the people and their food: This local woman’s app is delivering Puerto Ricans fresh produce—and greater food sovereignty >>

...and for additional reading on brands’ shifting relationship with space (and more!), check out our report: Leading Regenerative Brands

What We're Doing IRL

🎤 Mariam had an otherworldly experience attending Kendrick Lamar's Big Steppers show at Barclays Center. “It was my first time seeing the iconic rapper and being in Barclays.” (Don’t worry, there are plenty more dates on the tour for our friends to the west and across the pond!) Our team was also surprised and delighted to see our client Ray Dalio, founder of OceanX, having some real talk about financial literacy with Lamar in this new Cash App video!

🍿 Hannah T. is excited to see George Miller's 3,000 Years of Longing when it hits theaters next week. “Good or bad, 3,000 Years won't be boring!”

🏃 🏃 Amy and Briana are both training for the New York City Marathon. Amy will be running with her sister and fundraising on behalf of the American Cancer Society. “We’ll be running in honor of Blane Magee, Daniel Bailey, Jean Kelleher, and Anne Brophy – incredible people who left us too early.” Briana is training and running in honor of Chase Kowalski and the CMAK Sandy Hook Memorial Foundation. 

💥 Erika is looking forward to next month’s Unfinished Live event, “An Immersive Event Exploring the Collision of Technology, Art, Ideas, and Impact.” You can attend in person in NYC or virtually from anywhere!

BBMG is a branding and social impact consultancy that works with leaders who won’t wait on things that can’t wait. Learn more, see our work, and get in touch at bbmg.com