Australian fashion retailer The Iconic has launched a new online feature, allowing customers to add their past orders where they can resell, rent, or recycle them.
In collaboration with AirRobe – a vendor that partners with brands and retailers to facilitate a circular fashion economy – the market-first initiative will give Australia and New Zealand customers easier access to resale opportunities.
Previously, customers could add new purchases while shopping on The Iconic to their AirRobe account, with an option upon check-out.
The Iconic chief commercial and sustainability officer, Gayle Burchell, said this initiative is an important step on the fashion retailer’s sustainability journey.
“As Australia and New Zealand’s leading fashion and lifestyle platform, our social and environmental responsibility is at the core of everything we do,” Burchell said.
“The integration of past orders is a proud milestone in our partnership with AirRobe, offering our customers the ability to seamlessly participate in the circular fashion economy.
“With the click of a button, customers can prolong the life cycle of their purchases and help reduce fashion waste, whilst making their wardrobe work for them.
“It’s an exciting moment for our sustainability journey and further cements our vision to bring on the future of shopping.”
Beth Glancey, GM of AirRobe said the ongoing partnership between AirRobe and The Iconic will help drive a circular fashion economy.
“Our market-first partnership with The Iconic goes to the heart of what conscious consumers are demanding – easy, more sustainable fashion,” Glancey said. “At AirRobe we believe in making re-commerce as easy as possible.
“We are on a mission to scale the adoption of circularity through our one-click technology for customers, at the point of purchase.
“Enabling customers to add their past orders from The Iconic to AirRobe is just another step towards creating a sustainable circular fashion industry.
“We couldn’t be prouder to launch with The Iconic and deliver their customers a more connected and conscious experience than ever.”
According to AirRobe, the circular fashion platform has saved over $13 million worth of clothes from landfill – the equivalent of saving approximately four million kilos of CO2 emissions and 19 million litres of water from the new textile production process.
These achievements contribute to AirRobe’s Earth Day pledge to divert one million items from landfill by 2023.
The ‘add past orders’ feature is now available to The Iconic customers across ANZ.