The history of Dress & Go began in 2013, when the theme of circular economy was not yet an effervescent issue in the fashion universe. Panning recently launched designer dresses, the couple Bárbara Almeida and Mariana Penazzo started the site for renting the pieces with 1 million reais invested. Time passed, the brand grew and changes in the portfolio came. In an exclusive interview with Casual, Almeida talks about the new arm of the website, Reloved, launched today (19).
Is your money safe? Learn how to protect your assets
In a past world, in which it was possible to attend weddings, graduation parties, baptisms and any other physical event, Dress & Go was an ally in the rental of elegant dresses. In 2018, the brand had launched Share, a platform within the website, where customers could make their dresses available for rent, further boosting the brand, and of course, moving the circular economy. “We launched Share with the intention of further encouraging responsible consumption and, thus, reducing the environmental impacts generated by the textile industry, which is the second most pollutant in the world”, comments Mariana.
In addition, the project brought benefits to customers who usually use only 30% of the pieces in the wardrobe. “The share increased the engagement of customers and also increased their recurrence in rentals, since with the capital received through the rent of the pieces, they receive an increase of up to 40% to rent a dress on the website”, says Bárbara.
With rentals only for the weekends, the duo intended to expand the business also for the working days with parts for the day-to-day. “At the end of 2019, we were ready for this next stage. With the pandemic and the end of the holidays we had to reinvent ourselves ”, comments Bárbara on the launch of a marketplace as an escape from the crisis. With a large flow of customers active on the platform (there are more than 20 thousand active among the more than 200 thousand registrations on the website), and a partnership of years with several brands, the duo decided to turn to small companies, to help them in sales. According to Almeida, Dress & Go got 10% of sales.
In less than a year, more than one hundred brands and 15 thousand products were registered. “In the end, it was really cool because we generated engagement, we brought other audiences to the website”, comments the businesswoman about the model that brought other visions to the company. Through Reloved it is possible to rent, buy or resell a skirt, blouse or pants, selected by the Dress & Go team. For an omnichannel experience, Dress & Go has a showroom at Itaim Bibi, in São Paulo, combining physical and digital .
With the initial invitation for 50 people, including friends and family to let go of clothes forgotten in the closets, the duo received more than 2 thousand pieces. A surprise for businesswomen in the volume received and the potential for success of the project. “Some people sent three suitcases full of clothes, which must have been a relief to get everything out of the closet,” he says, laughing.
However, not all pieces are chosen for the website portfolio. The brand team makes an inspection of the items, adjusts any defect, such as a fallen button or unstitched bar, photographs the pieces with assembled looks, and finally goes up on the website. For Bárbara, this is the differential of the brand among other online thrift stores.
Reloved intends to bring partner brands and capture the loyal customers of these brands to resell the parts they no longer use. The advantage is that for each piece resold, the customer will have a discount at the store where he purchased the piece.
In addition to freeing up physical space in the wardrobe, it is possible to profit up to five times the value of the piece with the rent. In the sale, the owner of the piece gets 60% of the profit, while in the rent with 30%. “The idea of this project is for resale, but not in the traditional way, because the most expensive parts can be rented before purchase,” explains Bárbara. Like Reloved, the duo plans to profit 10 million reais.
With the vision of a world with lean wardrobes, the duo also intends to launch a subscription model. Expected for when they reach 30 thousand registered pieces, at the end of the second semester, customers will be able to pay a fixed monthly price and receive pieces at home to be used throughout the month. “This model will soon be part of people’s routine”, he concludes.
From 0 to 10 how much would you recommend Examination to a friend or relative?
Clicking on one of the numbers above and finalizing your evaluation will help us to improve even more.