Circularity: Insights from Aymeric Déchin on the challenges and opportunities around second-hand
In the world of circularity and second-hand markets, Aymeric Déchin, co-founder and CEO of FAUME, stands out as a visionary. FAUME, a leading platform offering tailored technological and logistical solutions, enables fashion brands to create and manage their own second-hand marketplaces. In a recent conversation, Aymeric shared his journey, challenges, and the future of second-hand fashion from a brand’s perspective. His story sheds light on why second-hand markets are evolving, and how brands can find their unique niche within this space.
When Aymeric and his three co-founders started FAUME in 2019, the idea was ambitious, if not a bit naive, as he reflects. They were inspired by the concept of creating a platform that could rate the environmental impact of fashion brands and garments, similar to how the Yuka app scores food products. However, they quickly encountered a fundamental barrier: unlike food, the fashion industry lacks easily accessible public databases with product traceability. As he put it, “In fashion, obtaining precise traceability data on products is quite complex.”
Realizing this, the team took a step back to reassess their approach. They explored the landscape of eco-responsible and circular fashion, researching global best practices. One day, they stumbled upon Patagonia’s second-hand initiative in the U.S.—a lightbulb moment for Aymeric. Patagonia’s model, offering pre-owned items directly under its brand, was as innovative as it was logical. It reinforced Patagonia’s promise of durability and environmental responsibility, while giving customers access to quality products with a history at a more accessible price. Aymeric knew then that FAUME needed to focus on enabling other brands to do the same.
As Aymeric observed, the second-hand market goes well beyond fashion. The real estate and automotive sectors have long set the standard, with 75% of cars worldwide being pre-owned. Today, with the pressure of ecological transitions and economic challenges, consumers are more receptive than ever to second-hand options across various categories—electronics, household goods, even aviation.
For fashion, however, there is a unique complexity. As he explained, “Unlike real estate or cars, fashion suffers from several points of friction in the resale process.” From taking quality photos and crafting listings to negotiating with buyers, selling clothes can feel like a full-time job. This often dissuades consumers, despite the appeal of affordable fashion.
That’s where FAUME’s value proposition comes in: offering brands a way to set up their own resale channels with a streamlined process that addresses these frictions, catering to consumers who value quality and convenience over the do-it-yourself experience of platforms like Vinted or Vestiaire Collective.
Aymeric’s insights on circularity in fashion extend well beyond second-hand. He explained that true circularity begins with eco-design. “For products to have multiple lives, they need to be made with durability and recyclability in mind,” he said. This approach aligns with recent European legislation focused on extending product life cycles. In a few years, only products that are eco-designed will be allowed on the European market.
Aymeric points out that this focus on quality and durability is essential because fashion recycling is not yet where it needs to be. “Assembling and disassembling garments for recycling purposes is still a complex process,” he added. So while second-hand is a critical component of circularity, it’s only effective when combined with a commitment to high-quality, recyclable design.
Aymeric’s perspective on rental models is particularly intriguing. Although some U.S. brands have scaled rental models, he believes the market potential is limited compared to second-hand. Rental works well for specific, event-driven items (like formalwear), and in countries with a stronger rental culture, such as the UK and U.S. However, FAUME chose not to pursue this route after seeing the limited scalability of rental for everyday fashion. “The second-hand model is more sustainable and accessible in the long run,” Aymeric said, pointing to the expected growth in second-hand fashion consumption, which is set to reach 20–30% of total fashion purchases by 2030, while rental is only projected to account for around 4%.
Despite its promise, second-hand fashion has its own set of challenges. Aymeric sees two main hurdles for brands: profitability and process management. Many brands wonder if they can make a profit in second-hand when it’s already difficult to turn a profit on new items. For brands entering this space, he emphasizes the importance of a clear positioning strategy that differs from popular consumer-to-consumer platforms. FAUME provides the backend support, handling logistics, customer service, and more, so that brands can focus on enhancing the customer experience rather than struggling with operational headaches.
FAUME’s technology and logistics solutions empower brands to control their resale market without the friction of customer-to-customer transactions. Brands can maintain their quality standards, manage authenticity, and control the return process, all of which help elevate the customer experience and build brand loyalty.
Aymeric’s journey with FAUME highlights the incredible growth potential in circular fashion, but also the importance of strategic focus. As consumers increasingly embrace second-hand shopping for both economic and environmental reasons, brands are well-positioned to create their own niche. But it’s not enough to simply follow the trend; successful second-hand programs require alignment with the brand’s ethos and a commitment to offering a unique, frictionless experience.
Looking forward, Aymeric sees continued regulatory pressure to extend product lifespans and foster eco-design. He believes this will further drive the adoption of second-hand models, not just in fashion, but in industries across the board.
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