Farfetch has recently launched its Sustainability Calculator. This parameter will help customers to get an idea of the pieces they put in the cart, shedding light on the raw materials and chemical elements involved in the creation of the garments. This awareness will hopefully direct consumers towards more sustainable shopping, made especially of second-hand clothes.
The launch coincides with a report published by the brand in collaboration with the London Waste and Recycling Board, which studies consumer behaviour in Great Britain, China and the United States.
The study says that second-hand garments can reduce the purchase of new items by an average of 60%, thus also reducing the waste of resources. Indeed, it can save more than 3000 liters of water and 22 kilos of carbon dioxide.
Second-hand consumption is 51% in the United States, 42% in the United Kingdom and just 21% in China. The difference between consumers is also noticeable in terms of product quality. Chinese consumers are looking for rarity and exclusivity in second-hand pieces, while British and Americans are mainly focusing on price accessibility.
This research represents a valuable source of information for all e-tailers, especially regarding the choice to sell second-hand clothes. Farfetch already has a service to achieve this called SecondLife. The brand also operates a donation service together with Thrift + where customers can donate their items to charity.
The Sustainability Calculator represents a significant step forward for Farfetch, which is increasingly moving towards a sustainable and ethical business model.
Cover image credits: Farfetch