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"Second Love" outfits from Otto daughter About You
Photo:
About You
Zalando recently added a new category to its website.
Somewhat hidden between winter clothes, discount banners and product links is »pre-owned« - as if that were the most normal thing in the world for Germany's most aggressive fashion retailer.
But one click further you notice: the clothes are wrinkled, the cuffs sometimes crooked, the mix wilder.
Because pre-owned is nothing more than a more popular name for secondhand.
And it is precisely this used clothing business that the fashion giant entered in September.
“We want to be the first point of contact for fashion, just like Spotify for music - and pre-owned is simply part of that,” says a Zalando spokeswoman.
Because more and more customers wanted to buy and sell used clothing, but didn't know where.
They want to close this gap.
Zalando is not alone with this discovery: The
H&M Group has also been
buying and selling second-hand fashion via three channels since last year: Via the Sellpy platform, in which it holds the majority;
via the online store of the H&M brand Cos and via the Group's own discount platform Afound.
The
Otto subsidiary About You
is entered in December in the "Second love" -Modegeschäft.
And even the
ultra-fast fashion retailer ASOS
sells vintage clothing via its online marketplace.
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