Why use PIM to capitalise on the shift towards the second-hand market?
27 October 2022
Fashion Week may be over, but the appeal of second-hand goods certainly isn’t. It’s no secret any more: second-hand and pre-owned goods have taken centre stage and are making inroads into the retail sector across all sectors – clothing, household appliances, electronics, books and high-tech – via numerous platforms such as Vinted, Momox and Vestiaire Collective...
This genuine way of consuming is now almost automatically considered by consumers, for both environmental and economic reasons, and applies to virtually any product. Last year, 71 per cent of French people said they were committed to responsible consumption, according to a study by FEVAD and KPMG.
It also presents an opportunity for brands to promote an image that is socially conscious and engaged with current issues.
The Petit Bateau brand
Do we really need to introduce Petit Bateau? A pioneer in children’s clothing, the brand boasts nearly 130 years’ experience in the sector, of which it is justifiably proud (and rightly so!). Championing the quality of its products, the freedom they offer to the children and babies who wear them, and the durability of its items, Petit Bateau employs over 2,800 people worldwide.
Founded in Troyes and part of the Rocher Group (Yves Rocher, Sabon, Arbonne, Stanhome, Flomar, Kiotis, Dr Pierre Ricaud), the company operates across Europe, Asia and the Middle East. Through a wide range of distribution channels (boutiques, e-commerce, high-street retailers, multi-brand shops, corners in department stores and factory outlets, etc.), Petit Bateau sells its iconic products – such as bodysuits, knickers, T-shirts, sailor tops and raincoats – everywhere.
As a brand that transcends generations, second-hand shopping is part of its DNA: its clothes have always been passed down from one generation to the next!
A phygital second-hand experience at Petit Bateau
Here, there’s no greenwashing, but a genuine corporate philosophy underpinned by a detailed and fully transparent programme.
If sustainability is to be taken “to the very end”, the same applies to the sustainability chain, with its “Changer Demain” programme. Since 2017, Petit Bateau has been offering a second-hand service to its customers via its “Changer Demain” app. In 2021, the brand launched its in-store second-hand service.
Today, throughout France, Petit Bateau customers can hand in their old Petit Bateau clothes directly in-store in exchange for a voucher valid towards second-hand or new items, either in-store or on the website. The brand even takes care of recycling items that cannot be accepted. For resale, the items are then offered at 12 permanent retail outlets across France: Lyon, Bordeaux, Lyon, Nantes, Toulouse, Roppenheim, Aix-en-Provence, Paris, Versailles, Aubergenville, …
And what role does Quable’s PIM play in all this?
How will the Quable PIM help Petit Bateau to roll out and strengthen its second-hand service? Just over a year ago, Petit Bateau implemented the Quable PIM to improve its e-commerce site and the quality of its product listings, whilst reducing the workload for the business side.
The Quable tool has enabled Petit Bateau’s teams to manage product information independently, thereby helping to ensure a better customer experience both in-store and online. Thanks to its numerous features – including completeness checks, dashboards, dynamic categorisation and the management of carry-over stock – Petit Bateau is now a brand that can move forward with confidence, ready to develop its second-hand market.
The brand’s ambitions for the second-hand market extend beyond its network of shops: in 2023, the brand aims to offer its second-hand range on its e-commerce site – and this is where the Quable PIM will play a vital role. It’s very simple: all product data is already integrated into the PIM software and, consequently, all the information relating to products that can subsequently be offered for sale second-hand.
In short, Petit Bateau has chosen to capitalise on existing data, such as product images and descriptions, to showcase items intended for the second-hand market.
Conclusion
As you will have gathered, the potential for the second-hand market shows no sign of waning – quite the opposite, in fact – regardless of your sector (fashion, luxury, culture, leisure, electronics, etc.). When consumers turn their backs on fast fashion (and rightly so) in favour of ethical products, and are mindful of their purchasing power, they turn to second-hand goods.
As proof, following in the footsteps of Burberry and Gucci, the luxury brand Balenciaga is also embarking on this venture with its ‘Re-sell’ scheme, which allows customers to sell fashion items and accessories from past collections – proving that second-hand luxury also has its place in the second-hand market. This is a commercial boon for e-retailers, as online shoppers who buy second-hand spend around seven times more than those who do not.