We’ve talked before on the Worthix blog about how thrifting is steadily generating more and more popularity. It’s more sustainable, and people love the thrill of the hunt for one-of-a-kind pieces. One company, M.M. LaFleur is now getting in on the craze by launching their own native resale platform, Second Act.
This is a revolutionary development in the secondhand sphere. Typically, people donate their clothes to somewhere like Goodwill or Salvation Army. Or they can attempt to sell it to a consignment shop like Plato’s Closet or Buffalo Exchange to make some cash. But these places are notorious for paying you pennies for designer-quality items. But with Second Act, shoppers can resell their lightly used M.M. clothes directly through the company that they bought them from.
What is Second Act?
This is essentially a marketplace, similar to others like Facebook Marketplace or OfferUp, where you post your used clothing and others can shop it. They make it super easy for you, though. Since every piece is an item that they carried at one point, they have almost all the info a buyer would need. It auto-populates photos from their catalog and offers pre-written descriptions. All you need to do is answer a few questions about the item’s condition and photograph any imperfections. Then you just ship it right to the buyer.
On top of the ease of use, the potential for profit on this platform is also a huge draw for customers. Instead of getting next to nothing like from other consignment shops, sellers can get either 70% of the selling price cash or 100% in store credit. This is a total win-win for both parties. Sellers are likely already loyal customers of M.M. LaFleur, so this just makes it easy for them to channel the money they make right back to the company.
On the Second Act website, they state:
We think reselling is the most ethical, sustainable, and occasionally lucrative way to clean out your closet.”
This was one of M.M. LaFleur’s guiding mentalities when making the decision to launch this platform. That, as well as the fact that many people are scrambling to get their work clothes together as they prepare to head back into the office. M.M. prides themselves on the fact that their clothes are made to last, so this move helps them both highlight that and profit off of it.
This is genius
Don’t you just love seeing companies come up with innovative ways to adapt their current offerings/value proposition to adapt to changing times?
Obviously, people are never going to stop buying new clothes, but now they’re able to expand to meet people as they move towards secondhand as well. Whereas they would’ve potentially lost some customers in the longterm if they stuck with strictly with new clothes, this gives their value prop more longevity. And at the same time, it allows people an amazing opportunity to build that positive relationship with the brand when they interact as both a buyer and a seller.
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Hannah Michelle Lambert is the Digital Marketer at Worthix where she leads all things social, conversion, and nurture. She cut her teeth at the intersection of Customer Experience and SaaS technology and is passionate about innovative, customer-centric marketing strategies. She is a graduate of the University of Michigan and current resident of Atlanta.