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04/15/2022

Luxury apparel brand launches proprietary resale program

Dan Berthiaume
Senior Editor, Technology
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Another Tomorrow is authenticating products for online resale by customers to other customers.

Another Tomorrow is bringing the authentication and resale process in-house.

The digitally native, sustainable luxury apparel brand is introducing “Authenticated Resale,” a program for authenticating and reselling its products. The process for the seller is consignment-based and offers both cash and store credit upon sale.

A seller can initiate the sale process by either scanning the QR code on the care/content label; or by using the Another Tomorrow website. The retailer assigns each product a unique digital identity which provides immediate transparency on its provenance and lifecycle in partnership with Evrythng, a Digimarc company.

Every garment comes back to Another Tomorrow for authentication and quality control, and is shipped through the brand to the buyer. Pricing and proceeds are designed to be transparent, with sellers able to access a dynamic estimate for each item based on stated condition, which is verified by the Another Tomorrow team upon receipt.

The prices will include both an estimated listing price and estimated proceeds for the seller, which the seller accepts prior to listing. Authenticated Resale is an extension of Another Tomorrow’s already active size exchange program.

The extended size program, which debuted in November 2020, allows customers a single change of size per item from Another Tomorrow’s core tailoring collection within one year of the item’s original date of purchase. Items returned to Another Tomorrow via the size exchange program will then enter the Authenticated Resale program.

On the Another Tomorrow e-commerce site, customers can shop both primary products and Authenticated Resale goods at the same time, co-mingling items in their shopping cart for seamless checkout and a unified shopping experience. The company, which has earned both B-Corp and Climate Neutral certifications, has partnered with circular economy technology platform Recurate to build its in-house Authenticated Resale division.

Another Tomorrow is entering online resale as the market is growing rapidly. According to a recent survey of 400 U.S. consumers from resale commerce startup FloorFound, more than nine in 10 (92%) respondents already have purchased a resale item online in the past. An even higher percentage (95%) would purchase resale items from brands at a discount. In addition, eight in 10 respondents said they expect brands to deliver more sustainable options. Meanwhile, just 5% said sustainability in general was not an important factor.

"Leveraging our digitized products eco-system, we are excited to launch Authenticated Resale,” said Vanessa Barboni Hallik, founder and CEO of Another Tomorrow. “We have communicated our commitment to resale since our founding, underpinned by our belief that clothing should be treated as an asset. The time for us is now as we have reached the appropriate growth phase of the company for a robust offering. Authenticated Resale is now available to every customer who owns an Another Tomorrow product and this service sits alongside the transparency and repurchase use cases available when scanning the QR code of our digitized products.”