IT's an open industry secret that many luxury brands destroy their unsold goods.
On top of discounts given at the stores and online, some brands have outlet stores to send their off-season items.
Still, there would be some items, even at these outlet stores, that would remain unsold at the end of the seasonal cycle and these outlets need to make space for new stocks coming in.
In October last year, Anna Sacks, who runs educational programme on waste reduction in New York, brought this issue up through TikTok, showing Coach's unsold merchandise that were slashed so they could be considered damaged goods for the company's tax write-off.
The video gained so much attention that the American brand was forced to respond, saying it will stop destroying products that cannot be sold.
FINDING A SOLUTION
In 2016, French entrepreneurs Delphine Lefay and Diego Dultzin Lacoste launched OnTheList in Hong Kong, a members-only flash sales with exclusive access to premium brands at very attractive prices.
Once you register, which is free, a member gets weekly invitations to shop with unbeatable discounts on a variety of brands from fashion to cosmetics.
Lacoste says before this, they both worked in fashion and had to face the difficult choice to destroy thousands of new items from previous collections "with the objective of preserving the exclusivity of the brands' image".
"We work directly with international brands to help them manage their past-season inventory. We want to offer a solution for brands and consumers," he says in an e-mail interview.
To date, the brand has worked with over 700 luxury brands and official distributors in Asia and Australia and has sold over two million items internationally, reducing landfill, minimising carbon footprint, supporting community services and contributing to charity sales.
Some of the brands featured included Furla, Jimmy Choo, Armani, Le Creuset, Ted Baker, Longchamp, UGG, Foreo and Moschino.
HERE NOW
OnTheList reached local shores in December last year (https://my.onthelist-store.com/) and Lacoste says the expansion is part of the brand's reach to encourage a circular economy by creating value for savvy shoppers who want to access great deals across a large assortment of authentic products.
"At the same time, we minimise waste by giving customers the ability to afford better quality items, moving away from the over consumption trend of fast fashion."
It held a Longchamp flash sale in December where a leather wallet was tagged at RM300 and a pair of leather shoes at RM200. There were the Le Pliage canvas and leather bags in various sizes, silk blouses, leather belts and silk scarves, all at the prices of your fast fashion finds.
The items moved fast, because of the price and quality, so it's best to be on standby before a new flash sales start so you get first dibs.
"We offer past-season premium goods across brands and categories. That's why the prices offered are so attractive. And all items are still new," he says.
CREATING NEWNESS
The items might be off-season, Lacoste says, but the flash sales model creates newness and excitement for members to look forward to.
"That's why we have huge traffic at the opening of every sale.
"And thanks to the invitation-only model, it allows us to work with luxury brands. You won't find this anywhere else, particularly with this level of discounts."
Lacoste says OnTheList has 815,000 subscribers across the region, which includes Hong Kong, Singapore, Shanghai, Seoul, Australia, Taiwan and Malaysia.
"The Malaysia market is already contributing one per cent to the whole database since we launched. We are encouraged by the response and are looking forward to grow our local membership base over the next few years," he says.
"We put a lot of effort to select brands with high desirability, wide offers and very attractive prices. That's why members hurry up at the beginning of a flash sale to make sure they find the best deals."
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