They do not come from the factory but from a cabinet. In an Etam store in Lyon, second-hand bras have been on sale for the single price of ten euros since Friday, June 3. An innovation in the lingerie sector resulting from the “Petit Geste Joli Support” operation. Since March 2021, Etam has been encouraging its customers to bring back bras that are sleeping in the wardrobes, in exchange for a voucher. This has allowed a harvest of 50,000 pieces, of which only the best – 10% of the total – are exhibited in his Lyon boutique.
A daring bet, because second-hand lingerie in France almost only exists on the Vinted clothing platform. The sector has a future, however, according to Kachen Hong, CSR director of Etam: “We surveyed 350 women and found that the overwhelming majority neither gave away nor threw away bras. »
A sort of “taboo” around this piece of lingerie and its hygiene, while the French second-hand market is set to grow by 15 to 20% per year in the coming years, according to a study by the Boston Consulting Group in 2020 In this context, brands are betting everything to enter an increasingly popular sector. “We really wanted to play on the particularity of our sector. We think a lot about circularity, because today there is no recycling channel for bras in France. »
An encouraging start
An eco-responsible project but also with a social purpose according to Kachen Hong. The sorting and washing of the parts was carried out by a Parisian Establishment and Service for Help through Work (ESAT), the Ateliers de Jemmapes. In addition, half of the collection was redistributed to women in precarious situations via charities.
Even the most worn bras of the lot are reborn in the hands of artist Desire Moheb Zandi. His work made of a weaving of wool, suspenders and frames will be exhibited at Etam Haussmann in Paris this Wednesday, June 8.
Can the concept seduce? The “corner” will be open all summer to decide, and the start is already encouraging according to Kachen Hong. “On the first two days, we mainly received mixed tickets. » Understand customers who buy both new and second-hand.