DTC Dispatch #044

LATEST NEWS

How ‘omniresale’ is finding its footing

In the fast-growing resale market, brands tend to fall into one of two categories: peer-to-peer models, like eBay, where sellers manage listings, photos, and shipping themselves, or trade-in programs, like ThredUp, where sellers send items to brands, which then handle storage, listings, and shipping.

However, brands have been slow to offer a mix of both approaches, despite the fact that in other areas, they constantly emphasize the importance of an omnichannel strategy—meeting customers where they are, whether online or in-store.

That’s starting to shift. While most brands initially choose either a trade-in or peer-to-peer model, many are now expanding to offer both options as they grow. This emerging trend, which we can call "omniresale," is gaining traction.

Our take: The rise of the "omniresale" model signals a shift in the resale market. For too long, brands have stuck to one of two resale strategies: peer-to-peer platforms, like eBay, where consumers handle the entire selling process, or trade-in programs, like ThredUp, where brands manage the logistics. But while brands are quick to champion omnichannel strategies in traditional retail, they’ve been slower to embrace a similar approach in resale.

Now, however, this is beginning to change. Brands are recognizing that offering both peer-to-peer and trade-in options can create a more flexible and customer-centric experience. By adopting an "omniresale" strategy, they meet consumers where they are, whether they prefer a hands-on approach or the convenience of trading in items. This hybrid model gives customers choice, which has always been a key driver of success in retail.

Lady Gaga’s Haus Labs beauty line launches in Sephora at Kohl’s

Building on its expanding partnership with Sephora, Kohl’s announced Monday that Haus Labs by Lady Gaga is now available in Sephora at Kohl’s shop-in-shops and online.

The collaboration introduces 132 products from Haus Labs across eight categories, including lip, cheek, eye, and complexion items, with prices ranging from $16 to $49, according to a company press release.

This follows the brand’s earlier launches at Sephora locations in the U.K. in June 2023 and in Europe in March.

Our take: Kohl's recent collaboration with Haus Labs by Lady Gaga is a savvy move that highlights the retailer's growing focus on beauty through its expanding partnership with Sephora. The decision to bring Haus Labs into the fold is a testament to Kohl's ability to attract high-profile, cutting-edge brands while catering to its increasingly beauty-conscious customer base.

Haus Labs' wide range of 132 products across categories like lip, cheek, eye, and complexion offers shoppers a blend of affordability and celebrity-backed quality, with prices between $16 and $49. This collaboration is well-timed, following successful launches in Sephora stores across the U.K. and Europe earlier in the year, further boosting the brand’s global footprint.

What makes this partnership particularly compelling is its alignment with Kohl's broader strategy to modernize its offerings and draw in younger, trend-savvy consumers. By introducing a brand as influential as Haus Labs, Kohl’s positions itself as a destination not just for fashion and home goods but also for prestige beauty. This move could help Kohl's strengthen its foothold in the competitive retail space, adding value to both the Sephora shop-in-shops and the broader Kohl’s brand.

Ebay launches Pre-Loved Fashion Week

eBay is set to host its first Pre-Loved Fashion Week in collaboration with the Council of Fashion Designers of America and the British Fashion Council, as announced in a Wednesday news release.

The event will showcase live, shoppable runway shows featuring pre-owned pieces from high-end brands like Khaite, Off-White, and Simone Rocha. These shows will take place ahead of the official New York and London Fashion Weeks for the spring-summer season next month.

Additionally, eBay will release daily drops of curated pre-loved fashion and accessories. U.S. and U.K. shoppers can watch the “Endless Runway” shows and shop the collections via eBay Live.

Our take: eBay's decision to launch its first Pre-Loved Fashion Week in partnership with the Council of Fashion Designers of America and the British Fashion Council is a bold and forward-thinking move. By spotlighting pre-owned pieces from luxury brands like Khaite, Off-White, and Simone Rocha in live, shoppable runway shows, eBay is not just tapping into the growing resale trend—it's elevating it.

This initiative signals a shift in the fashion industry, where sustainability and circular fashion are increasingly gaining traction. By offering daily drops of curated pre-loved fashion and accessories, eBay is positioning itself as a leader in this space, blending high fashion with environmental consciousness. The timing, ahead of New York and London Fashion Weeks, only strengthens the statement: resale is not just a trend; it's becoming a staple of the fashion landscape.

For U.S. and U.K. shoppers, the “Endless Runway” experience on eBay Live offers a unique opportunity to access luxury fashion in an accessible and sustainable way. This event could redefine how we view pre-loved fashion, showing that style and sustainability can go hand in hand.

Why Fashion Nova bought a $118-million office space in Beverly Hills

When Fashion Nova was on the hunt for a new headquarters, Beverly Hills proved to be an irresistible choice. Known as a global luxury hub, the city’s palm-lined streets host billionaires, Hollywood elites, and high-end brands like Gucci and Dior. For Fashion Nova's founder and CEO, Richard Saghian, moving from the company's current location in Vernon—a gritty, industrial area southeast of downtown L.A.—to the glamour of Beverly Hills felt like the perfect upgrade.

"Most of our celebrity partners, influencers, employees, and vendors live and work around Beverly Hills," Saghian explained. "Plus, it's close to where I live, and it's great for the brand."

In August, the 43-year-old billionaire purchased a sleek, contemporary office building near the city's prestigious "golden triangle" for $118 million in cash. The new headquarters at 407 N. Maple Drive reflects Fashion Nova's elevated status.

With celebrity endorsements from stars like Cardi B and Megan Thee Stallion, Fashion Nova has become a go-to for trendy, affordable clothing that allows women to keep up with the latest styles without paying luxury prices.

Our take: Fashion Nova’s move to Beverly Hills is a strategic statement that aligns perfectly with the brand’s growing reputation. By relocating to a city synonymous with luxury, CEO Richard Saghian signals that Fashion Nova is more than just a fast-fashion retailer—it’s a cultural force.

This move also demonstrates a shrewd understanding of the brand’s celebrity-driven appeal. With A-list endorsements from stars like Cardi B and Megan Thee Stallion, Fashion Nova’s success has largely been built on its ability to offer affordable, trendy fashion that mirrors luxury style.

Dove and Venus Williams Partner for Limited-Edition Beauty Bar

Dove has partnered with tennis champion Venus Williams for its first-ever limited-edition beauty bar, the Dove x Venus #KeepHerConfident Beauty Bar. Inspired by tennis, the soap features a vibrant green color and a passionfruit and lemon balm scent, with "CONFIDENT" engraved on each bar. The bars come in a recyclable canister made from recycled materials, with three beauty bars per set.

Beyond the product launch, Dove is promoting body confidence and supporting efforts to keep girls in sports. Partnering with Bras for Girls, the brand is donating over 1,000 sports bras to girls in late elementary and middle school—a critical age when many stop participating in sports due to body discomfort.

Dove is also teaming up with Black Girls Tennis Club for an in-person tennis event in NYC, hosted by Venus Williams. The event aims to build body confidence in middle school girls, combining tennis with empowering lessons they can carry both on and off the court.

Our take: Dove’s collaboration with Venus Williams on the limited-edition Dove x Venus #KeepHerConfident Beauty Bar cleverly combines product innovation with social impact. The green, tennis-inspired soap with a passionfruit and lemon balm scent reflects Dove’s focus on confidence and sustainability.

The canisters, made from recycled materials and featuring a "CONFIDENT" engraving, underscore Dove’s commitment to positive messaging. The campaign goes further by addressing a key issue: many girls stop playing sports due to body discomfort.

Dove is donating over 1,000 sports bras through Bras for Girls and hosting a tennis event with Black Girls Tennis Club, led by Venus Williams. This initiative not only promotes body confidence but also encourages young girls to remain active and confident.