Girlfriend Collective & Treet: A Partnership for a More Sustainable Future

Treet, the leading branded resale platform, and Girlfriend Collective, a pioneer in eco-conscious activewear, joined forces to launch the "Girlfriend to Girlfriend" resale experience. This case study delves into the collaborative strategy that drove the successful launch of this resale program, with a specific focus on how Girlfriend Collective's substantial VIP community played a pivotal role in its success.

Girlfriend Collective had been considering launching a resale platform for some time. Their primary goal was to extend the life of their clothes and give their community a second chance at limited-edition styles or colors they may have missed.

Girlfriend Collective selected Treet as their resale partner based on a number of criteria, including:

• Treet's easy-to-use platform, allowing them to get set up in under two weeks
• Treet's ability to handle everything from customer service to seller disbursements
• Treet’s capabilities to match Girlfriend Collective’s style and branding
• Treet’s user-friendly interface with innovative features like return insurance and background removal

Girlfriend Collective's goals for the newly launched Girlfriend to Girlfriend program were to:

• Extend the life of their clothes
• Give their community a second chance at limited-edition styles or colors
• Provide their community with an easy, trustworthy platform to buy and sell preloved pieces

Girlfriend Collective measured success by tracking the following metrics:

• Since launching Girlfriend to Girlfriend, 52% of the 4,760 items listed have already sold, with a 55% monthly sell-through rate.
• Since launching, Girlfriend to Girlfriend averages 61 units sold and 106 new listings per day.
• Since launching, Girlfriend to Girlfriend has diverted 1,200+ pounds of clothing from the landfill!

The Role of the VIP Community:

Girlfriend Collective engaged their VIP community in the launch of the Girlfriend to Girlfriend program by offering a promotion that offered 110% (vs. the standard 100%) in brand credit to customers who listed items during the pre-launch period. This promotion generated over 1,700 listings during the week-long period, demonstrating the high level of interest in the program.

The Girlfriend to Girlfriend program has been a resounding success, meeting and exceeding Girlfriend Collective's expectations. On the day of launch, over 350 listings were sold, illustrating the strong demand for preloved Girlfriend Collective clothing.

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[.text-color-green]Recommendations for Other Fashion Brand Leaders Looking to Drive into Resale[.text-color-green]

Girlfriend Collective encourages all fashion brand leaders to consider the lifespan of their products – they can be extended much longer with a viable resale platform. Any brand with limited edition styles or excess inventory would be a great fit for Treet.

Conclusion

Girlfriend Collective highly recommends Treet to other fashion brand leaders considering implementing resale. They found Treet to be a reliable and trustworthy partner, and they were impressed with the ease and success of the launch process.

Overall, the Girlfriend to Girlfriend resale program is a prime example of how successful brand partnerships can be created to achieve shared sustainability goals. Treet and Girlfriend Collective have worked together to create a platform that allows Girlfriend Collective customers to extend the life of their clothes and reduce waste. The program has also been well-received by Girlfriend Collective's VIP community, demonstrating the strong demand for preloved sustainable fashion.