Tommy Hilfiger, My Wardrobe HQ Debut reCommerce Collection
Global fashion brand Tommy Hilfiger is teaming up with British rental service My Wardrobe HQ (MWHQ) to jump into the reCommerce game with a new website at a time when it’s mired in all sorts of volatility, a company representative confirmed to PYMNTS Thursday (June 16).
The companies will launch their partnership with a six-month pilot offering, according to a Yahoo report, with a collection that includes past and current selections in womenswear, footwear and accessories for rent at resale prices.
Arizona Muse, Poppy and Chloe Delevingne and Prime Minister Boris Johnson’s wife Carrie Johnson are among MWHQ’s high-profile customers. Tommy Hilfiger chose the MWHQ partnership after a six-month pitch process with several reCommerce platforms across the region, the report said.
“We’re working toward an inclusive and circular future for fashion,” said Esther Verburg, executive vice president sustainable business and innovation at Tommy Hilfiger Global and PVH Europe, the parent company of the brand and Calvin Klein. “As part of our vision, we have set ambitious targets on circularity, vowing to be fully circular by 2030.”
Sacha Newall, co-founder and chief executive officer of MWHQ, said the partnership is aimed at moving clothing rental from occasion-focused selections to workwear and low-key events, calling Tommy Hilfiger “a heritage brand that has appeal across all markets, from Gen Z to Millennials.”
MWHQ works with 200 brands to offer rental and resale selections, including Burberry.
Some of the biggest players in reCommerce have been struggling to impress investors lately, with the latest blow coming when The RealReal founder, chairperson and CEO Julie Wainwright left the company last week after 11 straight unprofitable quarters.
Poshmark and thredUP are down 75% and 85%, respectively, over the past 12 months, compared to a 32% drop in the S&P Retail ETF and a 5% gain for the S&P 500.
But thredUP CEO James Reinhart told investors last month that while the secondhand clothing subscription service had posted its fifth consecutive quarterly loss, it also saw a record number of active buyers, which rose 33%, as well as record orders, which were up 45% from a year ago.