NEW AT KÖ-BOGEN: EVERYONE WANTS VINTAGE!
BREUNINGER ESTABLISHES REVERSE RETAIL FOR SECOND HAND TREASURES.
Everyone wants vintage, but where can you find the nearest second-hand store? The designer handbag still lies unworn in the cupboard and the price tag still hangs on it? Breuninger has recognised the vintage trend and already implemented it in Düsseldorf’s Kö-Bogen. Reverse retail is the new magic word. Buddy&Selly, an online shop for vintage clothing, and VitEnVogue are behind it with their business model. Buddy&Selly takes over the purchase of vintage clothing and VitEnVogue the sale: win-win for a good cause. The principle is simple: customers bring their well-preserved designer clothing and accessories to the customer service department set up for the Kö-Bogen, which evaluates and sells the items.
With Vintage, you get the chance to buy unique designer treasures. According to a BCG study, second-hand only accounts for about two percent of the fashion market, but if you’re looking for unique pieces and want to shop in an environmentally conscious way without constantly buying newly produced textiles, this is the place to go. With previously worn clothing, you can fill your wardrobe with high-quality designer treasures and save money at the same time. Because these are cheaper second-hand than the new goods in the store. In addition, the garments are a lot more sustainable than fast-fashion clothing. When it comes to high-quality luxury items, you don’t have to worry about the new vintage designer dress losing quality and value after a while. The market of second-hand goods has developed and become increasingly established in recent years. With high-quality, well-cared-for luxury products, the interest of buyers is increasing due to their longevity and collectible value.
New shopping behaviour.
Managing Director Breuninger Düsseldorf Andreas Rebbelmund makes it clear: “it should not be understood as an experiment, but as an important part of the changing shopping behaviour and experience”. Breuninger is committed to sustainable and responsible consumption of fashion with a Corporate Responsibility Strategy (CRS), which is to be understood as the social responsibility of companies. “The designer and luxury accessories are checked for authenticity and quality by the experienced Buddy&Selly purchasing team and valued accordingly,” says Andreas Rebbelmund. Customers receive a Breuninger shopping voucher in the amount of the purchase price in return for the items they hand in.
According to Rebbelmund, the response has been consistently positive, whereupon Breuninger is preparing to increase the share of vintage clothing on the fashion market by expanding the range in the department store. Various ViteEnVogue pop-up spaces in other cities and a permanent, unlimited purchase option via Buddy& Selly are planned.