In times of declining purchasing power, Zara has decided to embark on the circular economy with an online service specially dedicated to its products.
It is one of the global giants of ready-to-wear. With a turnover of more than one billion euros in France alone in 2021, Zara has become essential in city centers and other commercial areas. Praised, the brand nevertheless counts improve your offer to adapt to a new market. This could translate into savings for consumers, but the approach has also been somewhat decried.
The Spanish brand intends to launch a second-hand platform specially intended for its clothes. It will first be tested in the UK before being rolled out to other markets. The sellers will deposit there, as on most online resale sites, photos of the clothes for sale. This will feed a catalog in which buyers will make their choice. They will then be put in touch with the seller if they wish to close the deal.
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Circular economy or “greenwashing”?
In times of high inflation, the service could meet an already high demand. According Le Figaro Madame, second-hand fashion represented a one billion euro market in France in 2020. The decline in purchasing power and awareness of the ecological impact of new should still boost it and Zara would therefore not miss this trend. But this same point has raised criticism.
Its products are indeed known for being inexpensive, but not for their durability. In this, Zara has become one of the symbols of disposable fashion or “fast fashion”. A sector widely criticized for its environmental impact, with items that cross the planet and ultimately have a very limited lifespan. Zara’s decision to invest in the circular economy is therefore seen by many as a “green washing”. According to Ademe (French Environment and Energy Management Agency), the textile industry is the third largest consumer of water and emits up to 10% of global greenhouse gas emissions.