Canada Goose Joins Growing List of Luxury Brands Offering reCommerce

Add Canada Goose to the list of luxury retailers hopping aboard the reCommerce train.

The past few months have seen several high-end brands — including Gucci, Burberry, Balenciaga and Rolex — offer resale options as consumers look to save.

It’s a trend that hasn’t gone unnoticed by the broader eCommerce world, with Amazon teaming up with What Goes Around Comes Around, the godfather of New York’s luxury resale scene.

eBay, meanwhile, said last fall that it was betting on a rise in demand for second-hand goods among younger shoppers.

“We’re leaning into where Gen Z and millennials are,” CEO Jamie Iannone said in October. “There’s a bigger focus on sustainability, and ‘re-commerce.’”

That focus on sustainability is driving Canada Goose’s venture, the Toronto outerwear company announced Tuesday (Jan. 31).

The retailer’s reCommerce platform, dubbed Canada Goose Generations, lets customers trade in Canada Goose apparel while also shopping for pre-owned items. After consumers trade in products, they’ll be assessed and authenticated, the company said in a news release, with compensation coming in the form of a Canada Goose gift card.

“Canada Goose Generations is our purpose in action — a tangible and meaningful way to keep the planet cold and the people on it warm,” said Carrie Baker, the company’s president, in the release. “We build products that last a lifetime and each one has a story to tell. Generations extends their collective tale while minimizing their environmental impact.”

Aside from trying to meet demand for sustainable products, companies like Canada Goose can also capitalize on continued desire among consumers to shop for luxury products despite economic pressures.

This trend reaches beyond clothing. After announcing its push into the second-hand market in October, eBay announced in November that it was opening a storefront in Manhattan’s Diamond District that turns authenticated items into store credit.

The eBay Luxury Exchange offers authentication for sneakers, watches, handbags, trading cards and fine jewelry.

“It’s never been easier for luxury enthusiasts to refine their collections in a trusted environment, and we wanted to create an [in real life] experience that reflects what’s happening on eBay every day,” eBay General Manager of Luxury Tirath Kamdar said at the time.

Resale-as-a-Service (Raas) “accomplishes several things for makers of clothing and accessories, first and foremost continued profit from items they originally made and sold in other channels,” PYMNTS noted last year.

It also takes away some of the risk of damage to brand reputation faced by high-end designers who delegate certification of pre-owned products.

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