How to Build a Circular Economy for Kids’ Clothes
Meet Laura, a former buyer for Moda Operandi & Net A Porter. She is now the founder of Kids o’clock, her own pre-loved marketplace last year, focused on renting and recycling clothing for children and babies.
KIDS’OCLOCK – WHERE DOES IT COME FROM?
Laura has a true passion for archival pieces: Dior in the 50s, Saint Laurent in the 70s. She always looks into the dialogue between past and future when it comes to clothes.
CHALLENGES IN KIDS’ SECOND-HAND
- Supply in kids’ clothes is tough.
- Sensitivity when it comes to the garrment itself > it was owned and worn by their kid.
- Prices: parents always think that it is worth more because it was their kids’
KIDS’OCLOCK CUSTOMER PROFILE
Second-hand afficionados, newbies and even Dads!
SHIFT TO SECOND-HAND
Read all about Kering’s investment in Vestaire Collective here.
What has changed in fashion to create that shift towards second-hand according to Laura?
- Educational VS transactional
- Brands have recently realised that they have a role to play > example of McQueen and Vestaire.
LAURA’S INSIDER TIPS
How to buy vintage?
1. Start with a silhouette
2. Divide in pieces
3. Build a wishlist
Where to go in London?
Portobello Road towards Golborne Road.