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Are you ready for re-commerce?

So why are the most forward-thinking brands embracing resale?

Delve into the reasons why brands are empowering their customers to resell. For a more in-depth analysis, you can read our article here.

Gain new customers

It's the top reasons why brands want to get into resale. Here is how resale helps you gain new customers:

  • Appeal to a younger audience - 75% of Millennials consider sustainability when making a purchase.

  • Tap into this younger audience - younger generations are expected to account for two-thirds second hand spend.

  • Brand discoverability - empowering resale means increasing brand discoverability on a market set to be worth £283 billion by 2027.

  • Marketing opportunity - resale is an incredible sustainability initiative, and if done properly, there is no doubt it contributes towards the reduction of carbon emissions. Your brand should feel empowered to shout about it from the rooftops.

Read more about this here.

Your customers want it

The UK’s fashion resale market has grown 149% from 2016 to 2022, with over 63% of Britons having bought second hand pieces.

The global secondhand market is expected to grow 3x faster on average than the apparel market overall.

It's clear your customers are engaging resale, why not provide them with a wonderful new service supporting their efforts?

Read more about this here.


Out of the top reasons why brands want to get into resale, ‘be more sustainable’ was number two. Here's why:

  • 10,000 items of clothing are sent to landfill…every 5 minutes.

  • The fashion industry emits more CO2 than air and sea travel combined and is expected to rise 50% by 2030.

  • 87% of consumers want brands to encourage future sustainability.

Buying and wearing second hand clothing reduces carbon emissions by an average of 25%. At scale you can appreciate how much of a difference that makes.

Read more about this here.

Increase revenue

‘Drive revenue’ was third out of the top reasons why brands want to get into resale, and second out of the top benefits brands with resale initiatives reported.

Old model - non-recurring revenue

Current business models see brands producing products, selling each piece once, and deriving revenue from that single sale. This is non-recurring revenue.


New model - recurring revenue

Continue enables your brand to earn commission every time your product resells, meaning you’re now earning recurring revenue from each piece you sell.

Read more about this here.

Brand loyalty

‘Increased brand loyalty’ came third in the top benefits that brands with resale initiatives experienced.

Nearly half of Gen Z refuse to buy from non-sustainable fashion brands. This coupled with the fact that 83% of them have, or are considering shopping preloved items means that brands who don’t engage in resale are falling behind.


Considering 82% of Gen Z consider the resale value of an item before purchasing, it’s clear that empowering consumers to resell their pieces has now become a necessary strategy for survival and growth.

Read more about this here.

BAM - bamboo cothing website

Access & cost

Ease of integration

Continue has been in development since 2021. One of our key engineering goals was to make integration quick & seamless. It now takes brands just 10 minutes to integrate. Read more here.



We are a purpose-driven organisation and firmly believe that sustainability initiatives should be inclusive and accessible to all brands, regardless of size. That’s why we’ve created a fair pricing policy.

Brand image

Your customers have taken it upon themselves to represent your brand. This isn’t a bad thing, the problem is, most customers don’t have experience creating beautiful brand imagery and copy.

Continue digitises purchases from your brand and adds them to customers’ Continue Wardrobes. When they resell these items, they use the data (brand images, titles, descriptions etc) that you provide.


A great time-saving experience for your customer and a way for you to control your brand’s image.

Read more about this here.

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