A recent study shows the actual effectiveness of sustainability efforts of fashion brands.
with their resale programs, is one of the authors of the study and told CNBC that such programs are unattractive to bigger fast-fashion companies because they are difficult to effectively implement and would not yield significant revenue to offset potential decreased sales.
“It’s misplaced effort,” Ruben told CNBC. “What they’re basically doing is moving around items that hold none of their value, which is a marketing program.”
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