second-hand model launch.
The extension of Bellerose's DNA.
The brief
In 2022, Bellerose needed to respond to shifting consumer behaviors and a growing demand for more sustainable fashion models, while staying true to the brand's identity.
The concept
Weak signals showed a rising interest in second-hand fashion, not only for economic reasons but as a way to extend the life and value of garments. This opened the opportunity to create Bellerose Second Hand, a model rooted in circularity, aligned with the brand's DNA and positioned as a natural extension of its lifestyle.
The impact
From €0 to €150k revenue in less than 12 months, plus €200k of additional first-hand sales driven by the closed-loop model. The concept also reinforced Bellerose's sustainable positioning by proving the commercial potential of circular fashion for the brand.
Our role
- Designed the second-hand business model and secured key partners to bring it to life
- Defined the positioning, marketing narrative and activation strategy
- Led the launch and communication rollout across all channels
