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ESTEE LAUDER
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Translated by
Roberta HERRERA
Published
Mar 29, 2022
Reading time
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Ami launches its own second-hand platform

Translated by
Roberta HERRERA
Published
Mar 29, 2022

The second-hand market is on the rise, seducing more and more fashion houses by the minute. As of recently, Bonpoint and American brand Gant have each unveiled projects dedicated to reselling their brand’s pre-loved products. Diesel has also joined this movement along with Gucci through its vintage online space Vault. Ami Paris is now the latest brand to launch its own platform dedicated to purchasing and reselling second-hand pieces from its previous collections. 
 

Image taken from the new e-shop's home page - AMI For Ever


The platform dubbed AMI For Ever can be accessed through the URL forever.amiparis.com or via the company’s website. The resale service, which is available exclusively in France for the moment, will later extend to the global market. The initiative was developed in partnership with the start-up Faume, which provides technological and logistical solutions to brands entering the second-hand fashion market, counting on an already established list of clients which includes Sandro, Isabel Marant, Aigle, and Balzac Paris. 

AMI has designed a fairly simple system. The person wishing to sell a product just needs to answer a few questions in order for experts to determine the product’s quality and suggest a selling price. The seller is to then send their item (free of charge) to the team of experts that will be in charge of preparing the garments for resale (refurbishing, relabeling, take pictures, write description, etc.).

In order for your item to be received by Ami For Ever, it must be in perfect condition, i.e. no missing elements, tears, holes or stains. It must not have been altered with and must have an intact brand label as well as an inner composition and care label. If these conditions are not met, the item will be rejected. It will not be sent back to the seller but instead be upcycled or sent to an association that specializes in recycling textiles, as explained on the French brand’s website. 

Vintage items are exchanged for store credit valid for 12 months throughout the brand's network of boutiques or on its online site. The resale prices are 10 to 60% less than prices set for new items. Accessories, shoes, bags, jewelry, and clothing from the current season or from before 2016, are not included.

"Since AMI's inception, sharing and transmission have been two fundamental elements of our DNA. AMI For Ever perfectly reflects the spirit of the brand and our approach to fashion: the platform will allow users to find their favorite AMI pieces in a space that guarantees authenticity and security, and in compliance with strict quality standards verified by our internal experts. Driven by the notion of transmission, this initiative is a concrete step towards an ever more circular fashion", commented CEO Nicolas Santi-Weil in a press release.

This project allows the brand led by Alexandre Mattiussi to reinforce its environmentally responsible image, further communicate its sustainable approaches, build customer loyalty and target a younger audience.
 

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