Signal Patagonia, Levi's, and Another Tomorrow build resale into the brand rather than around it

Summary

McKinsey cites trade-in and buyback programmes at apparel brands including Patagonia and Levi's, brand-owned and peer-to-peer resale platforms, and Another Tomorrow's use of digital product passports for authentication and recirculation, with a secondhand handbag at 150 dollars framed as an entry point to a 600-dollar full-price item.