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Fashion Brands Are Launching In-House Resale Programs. Here’s Why


One large issue within the fashion industry that contributes to excess waste, is the difficulty in predicting demand. Oftentimes, brands will overproduce products, not wanting to risk the potential of underproducing and not being able to reach selling potential. “As a brand that creates limited production runs, [Mara Hoffman’s resale platform] Full Circle gives us the opportunity to meet the demand from customers looking for past favorites that are no longer sold on our site, whilst also providing a more inclusive price point,” says leading sustainable fashion designer Mara Hoffman, who first introduced resale with third-party vendors in 2017 before launching the brand’s own in-house program in 2021. 



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