Exclusive: Burberry launches rental and resale with My Wardrobe HQ

“Our partnership with My Wardrobe HQ is complementary to our broader strategy to become climate positive by 2040, supporting the principles of a circular economy for luxury,” said Pam Batty, vice president of the corporate responsibility at Burberry. “This includes expanding reuse, repair, donation and recycling routes and developing new partnerships and reclamation solutions. “

Burberry was one of the most in-demand brands on My Wardrobe HQ’s peer-to-peer service prior to the brand partnership, said My Wardrobe HQ co-founder Tina Lake. The rental service is only available in the UK at the moment, but resale orders can be shipped across Europe, with the possibility of expanding to the US next year.

Forty percent of the proceeds from every Burberry transaction on My Wardrobe HQ will be donated to Smart Works, the UK charity that provides high-quality cleaning clothes and coaching to disadvantaged unemployed women. This return program follows the model of socially conscious designers like Bethany Williams, who donate profits from her recycled collections to London-based women’s charities. Burberry has donated inventory to Smart Works since 2013. My Wardrobe Headquarters President Jane Shepherdson, a British fashion director famous for her creative roles making Topshop fashionable through the years and revolving around Whistles, is also administrator and patron of the charity. two companies.

Partnering with rental and resale platforms can help assess production volumes, the suitability of archival collections and broader consumer preferences, says Adam Cochrane, analyst at Deutsche Bank Research. Additionally, the proliferation of rental and resale websites means that large volumes of luxury goods are rented and sold without brand involvement.

Luxury brands have been slow to embrace a number of trends, including e-commerce, but we can expect other brands to go down the rental route as control over brand distribution is essential, ”he adds.

My Wardrobe HQ Burberry campaign.

Misan Harriman for My Wardrobe HQ

Rental plus resale: covering all bases?

Brands have been reluctant to go into rental and resale because of the high costs associated with cleaning, returns, inventory management, and merchandising, leaving it to third-party platforms with a built-in scale. However, encouraging luxury investment shopping for young shoppers down the line for brands such as Burberry is making it increasingly attractive, experts say. Luxury resale accelerated in 2021, becoming the first choice of brands aiming for more circular economy models. Isabel Marant launched an exclusive resale site in June, Gucci began selling restored vintage through its Vault retail platform, and brands from Balenciaga to Simone Rocha partnered with US resale platform The Realreal.

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