FINAL MAJORA graduate in BA (Hons) Fashion Business and Promotion
The community of Pre-loved is a culture community built up to encourage Chinese young consumers, the late millennia’s, to embrace the culture of secondhand luxury consumption.
Asian consumers have shunned second-hand goods because of hygiene, lack of inspiration and superstition. These ideas are shifting among a new generation, especially those who study abroad and travel frequently. The concept of sharing and renting has also seeped into Asian cultures, such as Airbnb, which is popular around the world.
Chinese consumers are also aware of the growing demand for second-hand luxury goods and the mobility of items in their closets. The topic of fashion waste and sustainable development is becoming a hot topic, prompting consumers to be more responsible shopping, and not just buy products with inconsistent prices and quality to satisfy their vanity.
The community of pre-loved will offer overseas businesses a chance to promote their culture of secondhand luxury to the market of china，through online social media platform including RED, WEIBO, WECHAT and Websites, while holding pop up stores in the second tier cities in China to increase the exposure of secondhand luxury culture, with features inside the store such as showcasing the how-to of authenticating secondhand luxury products. The difference between The community of Pre-loved and the other secondhand businesses is that the community operates as a third party organization on only promoting the secondhand luxury culture but not exactly selling any secondhand luxury items. This make the organization possible to form a commercial partnership with high quality secondhand luxury brands like Vestiaire Collective from overseas, helping such brand to expand the market in China while profiting from the commission fees. The Community of Pre-loved aim to develop a community to breach the gap of the lack, get more consumers to embrace the culture of secondhand luxury, and through online exposure in the social media like WEIBO and WECHAT, as well as offline presence such as the pop up stores, the community can create value for secondhand luxury retailing businesses overseas that want to reach Chinese consumers.
In addition, in order to gain the trust of consumers, Pre-loved adopts advanced block chain technology to encode each luxury product in the identification of luxury products, so as to facilitate customers to check the authenticity of luxury products.