How Do We Curate Second-hand Fashion at Cledja?

How Do We Curate Second-hand Fashion at Cledja?

At Cledja, we curate quality second-hand fashion items from multiple different second-hand webstores and marketplaces. Our guiding principle is simple yet stringent: quality first. This blog post aims to shed light on our meticulous curation process and the rationale behind our chosen methods.

At the heart of Cledja's ethos are four cornerstone rules for product selection: Material, Brand, Price, and Condition. Let’s dive deeper into these.

 

Curation rule 1: Material

Material quality reigns supreme in our selection criteria. We believe the fabric is a pivotal indicator of an item's longevity and future resale value.

Our focus is on natural materials like wool, cotton, silk, and leather, known for their durability and aesthetic appeal. However, we do consider synthetic materials in certain scenarios. For instance, our knitwear consists at least 50% of natural fibers such as wool or cotton, often reaching up to 100%. Yet, for items like party dresses or specific outerwear, synthetic fibers become a practical choice. In the case of a sequin party dress or a puffer jacket, the material is often 100% from synthetic fibers, and there is no option for them to be anything else.

 

Curation rule 2: Brand

Brands are categorized into three distinct groups:

  • Non-curated brands: These are typically ultra-fast and fast fashion labels, known for compromised quality and materials.
  • Conditionally curated brands: This group includes brands that often fall under “fast fashion” category, but do occasionally feature higher-quality materials and unique styles that align with our standards.
  • Preferred brands: These are brands we actively seek out, known for their superior quality and design.

 

Category 1: Non-curated brands

Some of the brands we don’t curate at all include (but are not limited to) Bershka, Bikbok, Boohoo, Cotton on, Cubus, Fashion Nova, Forever21, Lager 157, Lulus, Miss Selfridge, Missguided, Nasty Gal, New Look, Only, PrettyLittleThing, Primark, Pull & Bear, River Island, Romwe, Shein, Stradivarius, Tally Weijl, and Zaful.

Category 2: Conditionally curated brands

Some of the brands we curate conditionally (in the case the products are unique and match our material quality and style guidelines) include for example &Other Stories, ASOS, H&M, Kappahl, Lindex, Mango, Massimo Dutti, Monki, NA-KD, Topshop, Uniqlo, Vero Moda, Vila, Weekday, and Zara.

Category 3: Preferred brands

Some of the well-known brands that fall under this category include for example A.P.C, Acne Studios, Almada Label, Alohas, Arakii, Arket, Axel Arigato, By Malene Birger, ByMalina, COS, Dagmar, Diesel, Djerf Avenue, Filippa K, Flattered, Frankie Shop, Ganni, Gomme des Garcons, LeCapsole, Loewe, Maje, Marimekko, Mejuri, Rodebjer, Samsoe & Samsoe, Sandro, Soft Goat, Source Unknown, Stine Goya, Stock lm, Stylein, Theory, Toteme, Veja, and Vintage brands.

 

 

Curation rule 3: Price

Our pricing strategy is twofold: sustainability and business viability. We avoid curating items below €30, focusing mainly on the €50-€200 range, though we do include also higher-priced items in our selection.

First, realistically speaking, this approach supports our business model in a low-margin industry. Second, we want to encourage a shift in consumer mindset towards valuing quality and longevity in fashion over mere affordability. The influence of fast and ultra-fast fashion have skewed our perception, creating an expectation that clothing, such as a dress, should cost as little as €20. This perception is far removed from the actual value. The cost of clothing needs to be reframed - and by buying fewer items but of higher quality and, consequently, at a slightly higher price point, we are somewhat at a right track.

 

 

Curation rule 4: Condition

The condition of an item is crucial for our curation. We only select items in excellent condition, poised to offer many more years of wear when properly taken care of. We don’t curate items in poor condition or those needing significant repairs.

This selective approach is not driven by a belief that there's no market for clothing needing repairs. However, our mission at Cledja is to transform the perception of second-hand fashion among those who have yet to embrace it. To achieve this, we have strategically chosen to start by curating products that are already in good condition. We believe this will help in gradually shifting consumer attitudes towards seeing the value and appeal in second-hand fashion, thereby making a more significant impact in the long run.

 

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