A closer look
Fast fashion is out; treating a moth-eaten Arc'teryx jacket like a blue-chip stock is in. Brands realized they were leaving millions on the table by letting thrift stores capture the aftermarket. By establishing their own circular economy resale platforms, companies can sell the exact same physical garment three or four times, capturing a margin on every single transaction. This completely alters the consumer psychology of purchasing; buyers are no longer just buying a coat, they are securing a highly liquid, depreciating asset that can be seamlessly flipped next winter.
