GUESS?, Inc. Partners with SuperCircle for New E-Commerce Recycling Program: GUESS Again
GUESS has launched GUESS Again, a new customer recycling program in partnership with SuperCircle, expanding its existing in-store recycling initiative. Starting October 10th, US customers can request a shipping label through the GUESS website to send in worn clothing items from any brand. SuperCircle manages the tech interface, collection, sortation, processing, and disassembly of items, working with Homeboy Threads and other recycling partners.
Customers receive GUESS credit for future purchases in exchange for recycling. This initiative complements GUESS's in-store program where customers can bring five or more clothing items to any GUESS store in the US & Canada for a discount on their next purchase. The partnership aims to reduce GUESS's carbon footprint and address textile waste, aligning with the company's ACTION GUESS commitment to develop more circular business models.
GUESS ha lanciato GUESS Again, un nuovo programma di riciclo per i clienti in collaborazione con SuperCircle, ampliando la sua iniziativa di riciclo già esistente nei negozi. A partire dal 10 ottobre, i clienti statunitensi possono richiedere un'etichetta di spedizione tramite il sito web di GUESS per inviare capi d'abbigliamento usati di qualsiasi marca. SuperCircle gestisce l'interfaccia tecnologica, la raccolta, la selezione, il trattamento e lo smontaggio degli articoli, collaborando con Homeboy Threads e altri partner di riciclo.
I clienti ricevono un credito GUESS per acquisti futuri in cambio del riciclo. Questa iniziativa si aggiunge al programma in-store di GUESS dove i clienti possono portare cinque o più capi d'abbigliamento in qualsiasi negozio GUESS negli Stati Uniti e in Canada per ottenere uno sconto sul loro prossimo acquisto. La partnership mira a ridurre l'impronta di carbonio di GUESS e a affrontare i rifiuti tessili, allineandosi con l'impegno ACTION GUESS dell'azienda per sviluppare modelli di business più circolari.
GUESS ha lanzado GUESS Again, un nuevo programa de reciclaje para clientes en asociación con SuperCircle, ampliando su iniciativa de reciclaje existente en las tiendas. A partir del 10 de octubre, los clientes en EE. UU. pueden solicitar una etiqueta de envío a través del sitio web de GUESS para enviar prendas usadas de cualquier marca. SuperCircle se encarga de la interfaz tecnológica, la recolección, la clasificación, el procesamiento y el desensamblaje de los artículos, trabajando con Homeboy Threads y otros socios de reciclaje.
Los clientes reciben un crédito de GUESS para futuras compras a cambio de reciclar. Esta iniciativa complementa el programa en tienda de GUESS, donde los clientes pueden llevar cinco o más artículos de ropa a cualquier tienda GUESS en EE. UU. y Canadá para obtener un descuento en su próxima compra. La asociación tiene como objetivo reducir la huella de carbono de GUESS y abordar los desechos textiles, alineándose con el compromiso de ACTION GUESS de la empresa de desarrollar modelos de negocio más circulares.
GUESS는 GUESS Again를 출시했습니다. 이는 SuperCircle와 파트너십으로 진행되는 새로운 고객 리사이클링 프로그램으로, 기존의 매장 리사이클링 이니셔티브를 확장한 것입니다. 10월 10일부터 미국 고객들은 GUESS 웹사이트를 통해 배송 라벨을 요청하여 어떤 브랜드의 오래된 의류를 보낼 수 있습니다. SuperCircle는 기술 인터페이스, 수거, 분류, 가공 및 분해를 관리하며, Homeboy Threads 및 다른 리사이클링 파트너와 협력하고 있습니다.
고객들은 리사이클링에 대한 보상으로 앞으로의 구매를 위한 GUESS 크레딧을 받습니다. 이 이니셔티브는 고객이 미국과 캐나다의 모든 GUESS 매장에 5개 이상의 의류를 가져가면 다음 구매 시 할인을 받을 수 있는 GUESS의 매장 프로그램을 보완합니다. 이 파트너십은 GUESS의 탄소 발자국을 줄이고 섬유 폐기물 문제를 해결하는 것을 목표로 하며, 더 순환적인 비즈니스 모델을 개발하기 위한 ACTION GUESS의 회사 약속과 일치합니다.
GUESS a lancé GUESS Again, un nouveau programme de recyclage pour les clients en partenariat avec SuperCircle, élargissant son initiative de recyclage en magasin existante. À partir du 10 octobre, les clients américains peuvent demander une étiquette d'expédition via le site web de GUESS pour envoyer des vêtements usés de n'importe quelle marque. SuperCircle gère l'interface technologique, la collecte, le tri, le traitement et le démontage des articles, en collaboration avec Homeboy Threads et d'autres partenaires de recyclage.
Les clients reçoivent un crédit GUESS pour de futurs achats en échange de leur recyclage. Cette initiative complète le programme en magasin de GUESS, où les clients peuvent apporter cinq vêtements ou plus dans n'importe quel magasin GUESS aux États-Unis et au Canada pour bénéficier d'une réduction sur leur prochain achat. Le partenariat vise à réduire l'empreinte carbone de GUESS et à s'attaquer aux déchets textiles, en accord avec l'engagement ACTION GUESS de l'entreprise à développer des modèles commerciaux plus circulaires.
GUESS hat GUESS Again ins Leben gerufen, ein neues Kundenrecyclingprogramm in Partnerschaft mit SuperCircle, das die bestehende Recyclinginitiative im Geschäft erweitert. Ab dem 10. Oktober können US-Kunden über die GUESS-Website ein Versandetikett anfordern, um gebrauchte Kleidungsstücke von beliebigen Marken einzusenden. SuperCircle verwaltet die technische Schnittstelle, die Sammlung, Sortierung, Verarbeitung und Zerlegung der Artikel und arbeitet mit Homeboy Threads und anderen Recyclingpartnern zusammen.
Kunden erhalten für das Recycling GUESS-Guthaben für zukünftige Käufe. Diese Initiative ergänzt das In-Store-Programm von GUESS, bei dem Kunden fünf oder mehr Kleidungsstücke in jeden GUESS-Shop in den USA und Kanada bringen können, um einen Rabatt auf ihren nächsten Einkauf zu erhalten. Die Partnerschaft zielt darauf ab, den CO2-Fußabdruck von GUESS zu reduzieren und textilen Abfall zu bekämpfen, und steht im Einklang mit dem Unternehmensengagement ACTION GUESS, um kreislauforientierte Geschäftsmodelle zu entwickeln.
- Launch of GUESS Again e-commerce recycling program, expanding sustainability initiatives
- Partnership with SuperCircle for efficient textile recycling management
- Customer incentives through GUESS credit for recycling participation
- Expansion of existing in-store recycling program to include online options
- None.
Insights
GUESS's partnership with SuperCircle for the GUESS Again recycling program is a step in the right direction for sustainability in fashion retail. This initiative addresses the critical issue of textile waste, which is a significant environmental concern in the industry. By offering customers an easy way to recycle clothing from any brand, GUESS is promoting circular economy principles and potentially reducing its carbon footprint.
The program's integration with the existing in-store recycling partnership with Homeboy Threads creates a comprehensive approach to textile recycling. This multi-channel strategy could increase customer engagement and participation rates. The incentive of store credit for recycling may drive both sustainability efforts and customer loyalty.
However, the true impact of this program will depend on customer adoption rates and the efficiency of the recycling processes. While it's a positive move, it's important to note that recycling alone doesn't address the root issue of overproduction in the fashion industry. For maximum impact, GUESS should also focus on reducing production volumes and improving the durability and recyclability of their products.
The launch of GUESS Again could potentially impact GUESS's market position and consumer perception. In recent years, sustainability has become a key differentiator in the fashion industry, with consumers increasingly favoring brands that demonstrate environmental responsibility. This initiative aligns GUESS with this growing consumer trend, which could enhance brand loyalty and attract environmentally conscious customers.
From a competitive standpoint, while many fashion retailers have implemented recycling programs, GUESS's partnership with SuperCircle and the integration of e-commerce and in-store recycling options could set it apart. The immediate reward of store credit for recycling may drive increased traffic and sales, potentially boosting short-term revenue.
However, the program's success will largely depend on effective marketing and consumer education. GUESS will need to clearly communicate the benefits and process of the recycling program to ensure high participation rates. Additionally, the company should be prepared to demonstrate tangible results from this initiative to maintain credibility with increasingly savvy consumers who are wary of greenwashing in the fashion industry.
(Photo: Business Wire)
This initiative complements the brand’s in-store customer recycling program in partnership with Homeboy Threads, a certified social enterprise offering reuse and recycling services for apparel and textiles. Customers can bring in five or more articles of clothing of any brand to any GUESS store across US &
Starting on October 10th, US customers can request a shipping label through the GUESS website and send in worn clothing items from any brand. SuperCircle manages the tech interface, collection, sortation, processing, and disassembly of items at facilities around the country, including in partnership with Homeboy Threads. It then gets the items to best-in-class, fiber-specific textile recycling partners. In exchange for responsibly recycling, customers immediately receive GUESS credit for future purchases.
“Our partnership with SuperCircle represents another strong step toward our ACTION GUESS commitment to develop more circular business models. GUESS Again, our partnership with SuperCircle creates a new pathway for us to reduce our carbon footprint and offers a solution for apparel and textile waste,” says Carlos Alberini, Chief Executive Officer of GUESS?, Inc.
“SuperCircle is proud to partner with GUESS on its journey to achieving true textile circularity. With
As GUESS continues its path toward circularity, GUESS Again paves the way for more sustainable products and business models for the brand. To learn more, visit guess.com/sustainability.
About GUESS?, Inc.
Guess?, Inc. designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products. Guess? products are distributed through branded Guess? stores as well as better department and specialty stores around the world. On April 2, 2024, the Company acquired all the operating assets and a
About SuperCircle
SuperCircle is a full-stack textile waste management platform that captures apparel, footwear, and accessories everywhere they fall out of the supply chain and recycles them for a second-life. SuperCircle leverages proprietary technology and operating systems to maximize next-life outcomes, with an industry leading proportion of textiles collected going into fiber-to-fiber recycling, and nothing donated or sold abroad or sent to landfill—ever. SuperCircle works with some of the world’s best brands, retailers, and producers, including J.Crew, UNIQLO, Reformation, and more to offer both front-end solutions enabling consumers to trade-in old textiles, as well as back-end offerings collecting fabric scraps, excess inventory, damages, and unsaleable returns. SuperCircle is on a mission to end the textile waste crisis and has recycled over 2 million garments to date. For more information, please visit supercircle.world.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241011822308/en/
Guess?, Inc.
Fabrice Benarouche
Senior Vice President Finance, Investor Relations and Chief Accounting Officer
(213) 765-5578
Source: GUESS?, Inc.
FAQ
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