Throughout the last years many luxury brands have found in the second hand a new source of income and a road to make their products more accessible to reach a broader audience. These are the opportunities that the manufacturer of luxury bags, bags and backpacks Rimowa Explore with your initiative “Re-Crafted.”
The German brand reconditions the suitcases, but maintains its wear
It is a Recount programwith which the brand of the LVMH group integrates under the same initiative its commitment to sustainability and circularity, and its interest in strengthening its image of prestige also the second -hand market. After having launched in Germany, Japan and South Korea, the program has landed in the United States.
Unlike what happens on other similar platforms, Rimowa does not seek to resell their bags in perfect condition, but reconditions those that customers deliver in their stores. In this way, the brand recovers the suitcases, regardless of the state in which they are, in exchange for a value of $ 300 in products of its stores, and puts them again in the market after verifying their authenticity and applying a Repair process to ensure that they are functional and reliable.
However, the reconditioning maintains the scratches or stickers of the suitcases, deliberately opting for not beautifying the outside of the product or perform aesthetic touch -ups to make it more attractive. The decision fits with the message that for years has defended that the wear and tear should be considered an honor badge, a symbol of a life full of travel.
The brands ensures that “Re-Crafted” has been successful, noting that in their releases in other markets the reconditioned suitcases have exhausted themselves in minutes. The first lot available in the United States has consisted of 30 pieces at prices between $ 600 and $ 1,000. As observed on the Rimowa website, the items have been exhausted.
With Re-Crafted, Rimowa joins other brands in the luxury sector that have seen opportunities, not only business but also brand construction, in the second hand. Hug the circularity And it is positioned in the face of the perception that luxury encourages veneration for everything new.
In addition, he builds a more emotional narrative when he understands that he not only sells renewed products, but also shares the stories of his former owners. Moreover, as explained from the firm to Fast Company, Rimowa does not rule out to develop a marketing content strategy for the future for Share all these stories.
The initiative is aligned with the strategy launched two years ago with the intention of exalting the value of its products from customer experiences. The campaign “A life of memories” Designed by the Creative Agency Anomaly, worked on the concept that each Rimowa tells a story, and was worth the brand to apply a life guarantee to all products acquired from that moment.
More info: “Re-Crafted”
