Polarn O. Pyret’s “in house” second hand service is now active for the entire clothing collection
In a move applauded by industry experts, iconic Swedish children’s clothing brand Polarn O. Pyret, the industry’s leading in-house address for PO.P Second Hand, is now available across the full apparel collection. Polarn O. Pyret, or PO.P as it’s affectionately known by loyal fans, is raising the bar for re-commerce and is the only well-known major fashion brand to integrate re-commerce into their core business model Offer of second hand “in house” as a brand service.
Polarn O. Pyret proudly takes ownership
Development of PO.P Second Hand as a brand service The offering means PO.P has created a one-stop shop for buyers and sellers of PO.P Pre-Loved, at a time when it’s the norm for brands to sell their second-hand offering to third-party resellers.
With a long-standing vision that every PO.P garment is owned by at least three children, PO.P Second Hand is not only the ultimate proof of a value proposition built on durability, it’s a clear commitment to guarantee it Delivery of the vision.
While many brands recognize the commercial opportunity of second hand, models that simultaneously reintroduce second hand into the brand ecosystem and sell directly back to customers remain a rarity.
Perceived barriers to second-hand profitability and challenges in delivering a positive customer experience can discourage brands from embracing in-house solutions. The ‘second-hand’ trend has led to the rise of resellers such as Thrift Plus and ReSkinned, who process a brand’s second-hand inventory and take care of the refurbishment and resale. Critics of third-party resale solutions say second-hand outsourcing allows brands to continue “business as usual” and does not result in a fundamental change in the core business model at a time when there is a need to drastically reduce the fashion industry’s environmental impact , this couldn’t be bigger.
Buying and selling second-hand through their own brand website is not only an example of commitment to second-hand, but differentiates PO.P from both the business model and the customer experience.
And the results so far speak for themselves. The groundbreaking service drew unprecedented interest in a trial involving outerwear last year. 95% of items were sold out in just five days, giving the brand the confidence to extend the service across their range. Since a “soft launch” in September, customers can trade in any used PO.P item, no matter where it was purchased.
Best-in-class benefits for buyers and sellers.
As second-hand shopping is notoriously fraught with challenges and inconveniences, PO.P has systematically addressed the key barriers that prevent conscious customers from making second-hand purchases and sales.
Customer insights from a recent brand survey revealed that almost a third of PO.P customers already regularly buy used children’s clothing through other channels, but less than a fifth sell regularly – with many saying taking pictures takes too much effort (45%) to organizing shipping (54%).
By taking full inventory ownership, PO.P has full control over the brand experience and is able to address these obstacles head-on.
No photos required, free shipping for sellers, free returns for buyers, ozone cleaning and repairs all taken care of, plus a transparent trade-in coupon system redeemable against ALL children’s clothing, new or used, you can see why PO. P Second Hand is already flying off the virtual shelves. And now the brand can use the service to attract new customers to the brand and foster loyalty.
PO.P UK Managing Director Mats Nilsson said
‘PO.P is already a leader with a sustainable mindset built into our operations. We really care about the clothes we produce and second hand is the obvious next step for us. But it is also very important that we take full responsibility for the customer experience. The only way to do this and really build brand equity through second hand is to take full ownership of our products’.
he continued “It’s what customers want and it’s what the planet needs. But it is seen that it is made second hand, and it is really made second hand. We’re putting our money into it and investing in building a profitable resale model that will help us manage our impact as we grow the PO.P brand here in the UK.
praise of significant development, Gerrard Fisher, founder of QSAa leading provider of circular business models in the fashion industry with clients such as Depop, ReLondon and FarFetch, said;
“This is true category leadership from Polarn O. Pyret. Giving equal value to second-hand products by integrating them with the core brand e-commerce platform is a game changer for customers. Not only is it a great way for a brand built on longevity to make the most of its production, selling pre-owned clothing is also an essential part of an authentic sustainability program. Second-hand items have a much lower carbon footprint than new ones..
BRIEF FACTS, SUMMARY
Popular sellers:
- FULL CONTROL: Trading technology empowers the client to manage their own trading through the PO.P brand website.
- ZERO HAGGLE: All POP items accepted, with a transparent, rules-based, tiered trade-in coupon system that ensures the customer knows exactly what they’re getting for each product.
- NULL HASSLE: No ‘assessments’. No photo obligation.
- INCLUDES: Trading PO.P is purchase origin independent, so it doesn’t matter where the customer made their original purchase or if they have a purchase history with the brand.
- ZERO COST: Free shipping built into the trade-in process
- SAME BENEFITS: The PO.P Second Hand collection is subject to the same benefits and conditions as new. Sellers can redeem their trade-in vouchers for new OR PO.P Second Hand.
Preloved buyers:
- PREMIUM PO.P WITH A POPULAR PRICE TAG. Buyers of POP Preloved can look forward to a savings of 60% compared to buying new.
- “PO.P CERTIFIED”. PO.P second-hand buyers benefit from the fact that PO.P used items are “quality assured”.
- Every returned item is cleaned and disinfected using the ingenious OZONE chamber, which removes up to 99% of bacteria.
- The OZONE chamber also destroys odors, so every used item smells as good as new.
- ONE STOP PO.P: Customers can buy PO.P second hand alongside new at Polarn O. Pyret’s main brands website, a one stop shop for new AND used items.
- All items are inspected for repair and snaps and zippers replaced where necessary to ensure all items are fully functional.
- FREE RETURNS: Buyers enjoy the same benefits as new on all POP second-hand purchases, but are still entitled to free returns if the item is unsuitable or doesn’t fit as expected.
- PO.P, WITHOUT THE IMPACT: 90% of emissions in fashion come from the production and transportation of new clothes. Buying second-hand greatly reduces the impact of a person’s purchase.
