Reforestation through One Tree Planted and resale on The RealReal, Gucci’s ongoing commitment to social and environmental responsibility
For each person purchasing off the online shop on The RealReal or consigning Gucci in the U.S., the company will plant a tree through an environmental charity focused on global reforestation: One Tree Planted. Strengthen its global reforestation efforts – from planting trees that help mitigate climate change in the Amazon rainforest to replenishing California forests damaged during this year’s wildfire season, the collaboration is an initiative encouraging businesses to come together to plant one million trees.
The demands and expectations concerning the fashion industry have shifted, obligating fast-fashion chains and luxury brands to make relevant adjustments. Gucci has been experimenting with strategies to keep pace with changes in the customers’ interest. The brand entered the TikTok market at the beginning of 2020 offering its customers the opportunity to dress virtual avatars on its webpage. The aim of getting a foot into the reselling industry and capturing the attention of Gen Z resulted in the partnership Gucci announced with the brick-and-mortar marketplace The RealReal: a collaborative online shop where Gucci items can be acquired.
Their ongoing efforts to design a conducive business model was amplified in 2015 when they announced a 10-year ‘Culture of Purpose’ sustainability strategy, underpinned by a series of targets to achieve by 2025. To work towards shared and concrete goals alongside their peers, they signed the Fashion Pact under Kering. Powered by creativity and collaboration, they plan to reduce the environmental impact and help protect nature while supporting people’s rights and championing inclusivity and respect. As they approach their 100th anniversary, Gucci moves forward into the coming decades with an ongoing commitment to demonstrate their values through innovative pathways towards social and environmental sustainability.
The RealReal is built on transparency and legitimacy. The brand authenticates sold and purchased articles. «We have 150+ in-house gemologists, horologists, and brand authenticators who inspect items each day». Consumers can access in-home pickup, drop-off service, virtual appointments, and direct shipping for individual consignors and estates. They teamed up with environmental consulting firm Shift Advantage and sustainable textile global research non-profit organization, the World Resources Institute, and the UK registered charity the Ellen MacArthur Foundation to formulate a TRR Sustainability Calculator methodology.
The Maison’s resale demand increased by 19 percent in 2020. Its resale value is 2.3 times that of the average compared to other brands sold on the new-wave portal. Julie Wainwright, founder and CEO of The RealReal, says «With Gucci, we are giving a global spotlight on resale». To date, the consignment of women’s and men’s Gucci attire on The RealReal has saved 230 metric tons of carbon and 10+ million liters of water contrasted to the environmental charges of manufacturing those pieces.
The RealReal is the world’s largest marketplace for authenticated luxury items
One Tree Planted is a non-profit 501(c)3 environmental tree planting charity