In a bid to inspire change in consumer behavior, Selfridges launched Project Earth in August 2020 (also read here). We look at how the strategy has developed since and how it plays out in-store (Corona-lockdowns left aside).
At the tail-end of last summer, as the high-streets of Britain started returning to relative normality, an enormous, bright yellow sign appeared on the imposing facade of Selfridges–“Let’s Change the Way We Shop.” Given the store’s position on Oxford Street–one of the world’s busiest shopping streets–and a stone’s throw from fast fashion behemoth Primark, it seemed a particularly fitting message.
Setting out to “radically change its business,” Selfridges is targeting three areas–retail models, mindsets and materials. By 2025, it intends to sell product made from certified sustainable materials exclusively. Aside from this target, various initiatives have been rolled out to inspire change in consumer behavior.
Since September 2020, Selfridges has offered its own range of rental pieces called Selfridges Rental Collection. It encompasses some 100 pieces from about 40 brands including Zimmermann, The Attico and Cecilie Bahnsen. In another new move, the retailer has established a resale model–Resellfridges–inviting consumers to buy a curated, authenticated selection of preloved items in-store and online. Customers can potentially sell their designer gear, too, if said wares are by Selfridges’ desired list of brands, which currently include names such Stella McCartney and Gucci.
Vintage fashion also forms part of the Planet Earth resale package–next to Hurr’s space nestles an equally sizeable department run by major vintage purveyor Beyond Retro. Elsewhere in the store, green signs alert customers to the fact that they’re nearing an eco-friendly zone. In The Denim Studio, brands such as EB Denim, Ninety Percent, Levi’s, Tomorrow, Riley Studio and Won Hundred are highlighted as good choices for various reasons–be it water and waste-reducing processes or simply the use of organic cotton.