Resale is harder to sell for shoes outside of sneakers – Glossy
Over the past year, many brands have launched resale programs, especially in categories like denim and outerwear. But apart from sneakers, shoes were notably lacking. Nike and Adidas both have in-house resale programs, but casual and dress shoes are more often reserved for third-party resellers like The RealReal.
On Thursday, Crocs became one of the first non-sneaker shoe brands to make the transition to resale. The brand has implemented a new cleaning program to take back used Crocs from customers, via the resale-as-a-service platform offered by ThredUp. The program is advertised on Crocs’ social media, and for the first month, anyone who sends in Crocs shoes will get 10% more store credit, to encourage new users to try it.
Customers can generate a prepaid shipping label online, package their old Crocs, and ship them to the brand in exchange for store credit to be used towards new Crocs. While Crocs does not yet sell its own used shoes – they will only be sold on ThredUp, for now – a trade-in program like this is the first step towards a larger circular model for the company at. the future. Historically, establishing a path to return used items to a brand has been the most difficult part of starting a resale business.
For Crocs brand president Michelle Poole, the main goal of this partnership is to get people thinking about what happens to their shoes after they stop wearing them.
“Crocs shoes are incredibly durable and perfectly designed for a second life, so it’s extremely important for us to encourage customers to consider reuse,” said Poole. She added that the program “would bring us one step closer to our goal of net zero. [carbon dioxide emissions] taking action to create a more comfortable world.
Reselling shoes is a tricky area, especially since the shoes are battered and worn. Amanda Parkes, director of innovation at Pangaia, said some items, like running shoes, really shouldn’t be resold as they were, as they might be too worn to be functional and could cause injury. if they are used after the end of their life cycle. Most sneaker dealers, like StockX, require that the shoes sold on their platform be in mint condition and not worn. Because worn-out shoes may be less desirable, even The RealReal didn’t sell shoes when they launched.
Instead, when it comes to what to do with second-hand shoes, shoe brands are more interested in programs that recycle old shoes into new ones, rather than reselling the old shoes themselves. .
For example, the Futurecraft Loop sneakers from Adidas are intended to be returned to Adidas after having been worn sufficient times. There they are taken apart and the materials are reused in the next generation of shoes. On Running, a Swiss-based running shoe brand, has a similar program in the form of a shoes subscription. Customers get two pairs of shoes per year by returning the previous pair to be broken down and made into new shoes.
“The strategy with products like running shoes that can’t really be resold should be to make them easy to take apart and recycle,” Parkes said.