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Donating luxury clothing to meet the Sustainable Development Goals

20
oct
2020
Céline Delacharlerie
Correspondante Innovation Retail Asie
3 minutes
Luxarity reinvents second-hand shopping for the luxury market in Hong Kong. A philanthropic concept of second-hand shops, initiated by the Hong Kong luxury brand Lane Crawford. With the help of blockchain technology, the brand allows customers to know the origin and path of their items, and thus encourage more customers to buy second-hand items and make fashion more sustainable.

The concept of Luxarity

The Hong Kong brand Lane Crowford encourages its community to donate luxury clothing that it then commits to reselling to raise funds. The proceeds are donated to various charitable associations or sustainable projects that meet three of the United Nations’ Sustainable Development Goals: sustainable consumption and production, good health and well-being, and quality education.

Through a pop-up store or on Lablaco’s e-commerce platform, the eco-brand allows customers to buy luxury clothing while helping to reduce the environmental footprint.

Thanks to the use of the blockchain, the donated items are immediately trackedThus, the customer interested in the purchase is informed of the date of the gift, the duration during which the item was previously worn and in which city. The shopping experience as well as the donations are thus more transparent.

Tracking

In addition, the customer can access information about the environmental impact of his purchase: for each item, the amount of resources saved (water and CO2) is calculated and displayed following the description of the product.

The intention of the Lane Crawford brand is to introduce a sustainable look to fashion. The international luxury brand, founded in Hong Kong in 1850, had profits of $19 million in 2019. Lane Crawford launched the sustainable fashion concept 2 years ago, with 1,110 consumers, 7,108 items sold for a total of 1,672,000 funds in 2020.

The aim of the project is to raise awareness of the importance of more responsible and sustainable consumption in Hong Kong. Through the supported associations, it wants to increase and disseminate this new way of consuming.

Luxarity helps build a stronger community and engages its customers in a post-shopping experienceSo it is also a positive externality to reinforce loyalty and sublimate the image of Lane Crawford.

Why visit the store?

Boutique

Buy quality clothing with a positive impact

The Luxarity store allows those who like to shop, to appropriate new finds, at a reduced price and with a clear conscience. This new concept emphasizes the nature of items that have been “pre-loved” rather than pre-worn.

Choisir sa cause

Avoid discarding unworn clothing and choose cause

Instead of keeping clothes, bags and accessories in the back of the closet, the Luxarity initiative makes it possible to “get rid of them” in good conscience and create a positive environmental impact. The majority of current donors are Lane Crawford customers, but the brands of donated clothing are varied and international (Lanvin, Massimo Dutti, Gucci, Marc Jacobs…).

In addition, Luxarity allows the donor to choose the specific cause and preferred selling location.

Blockchain

Know the origin of your purchase

The registration of each article on the blockchain allows more transparency and intimacy with the product.

Luxarity

Contribute to the development of new social projects

Luxarity transfers the funds raised to various projects. The brand has partnered with the “Generation T” event platform to offer a $500,000 grant for an innovative project. In 2019, the winner of the scholarship was  Sissi Chao, the founder of a social enterprise that uses technology to turn cosmetic waste into beauty products.

Conférence

Learning about a sustainable lifestyle

Luxarity organizes on average one event per month, in its Lane Crawford shop or in other places. The brand brings in experts to discuss various topics and their relationship to environmental issues: approaching health through energy, achieving a greener Christmas, integrating sustainable issues into finance…

Clients, donors and interested parties can meet to strengthen the community spirit and convert new followers to the concept.

In addition to these events, Luxarity puts online course links, articles and videos that focus on topics combining environment and fashion.

Céline Delacharlerie
Correspondante Innovation Retail Asie
Celine is the correspondent of the Echangeur in China. On the lookout for retail innovations, she identifies and analyzes the latest retail and consumer trends in Asia.
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