How Style Cheat turned excess returns into revenue with Continue
How women’s clothing brand Style Cheat used resale to tackle a high returns rate and collect valuable customer insights.
Drive ROI
10.9x
ROI achieved in the first month
Customer acquisition
40%
of preloved customers are new to brand
Reduce returns
52%
of marketplace items are now listed within Style Cheat’s return window
Why launch resale?
Maintaining brand equity: The Style Cheat team saw that their products were being sold on platforms like Vinted. These listings were often undervalued, threatening Style Cheat’s brand perception. Offering their own resale programme allows Style Cheat to have more control over the resale value of their products.
Turning returns into revenue: Style Cheat faced significant challenges with returns, including items sent back outside the return window or in imperfect condition. This resulted in high costs and difficult customer interactions. Resale provides them an avenue for their customers to pass on non-refundable clothes.
Access to valuable marketing insights: Customers selling on third-party sites left Style Cheat disconnected from new customers buying their items preloved. When customers buy from Style Cheat preloved, the team can collect insights on these buyers, expanding their community.
"Resale is helping us tackle returns in a way that benefits both our business and the planet."
Natalie Reynolds, Co-founder of Style Cheat
Why work with Continue?
Peer-to-peer selling: Style Cheat customers were already buying and selling preloved items peer-to-peer, so adopting Style Cheat’s own preloved marketplace didn’t require any change in behaviour. With Continue, listing on the marketplace is even easier than on Vinted. Previous purchase data is pre-loaded into the customer’s digital wardrobe, meaning they can list an item with just a few clicks, and images and sizes are ready to go.
Developing resale as a growth engine: By partnering with Continue, Style Cheat can access pre-built email flows, encouraging customers to resell and gain further store credit. Style Cheat can also learn more about preloved buyer behaviour and convert them into customers for new stock.
Resource-light approach: The Style Cheat team is already at full capacity, so they needed a solution which wouldn’t take up additional resources. By launching resale with Continue, Style Cheat can focus on brand building while Continue takes care of the logistics, customer service, and transactions.
