ASDA shoppers seek designer treasures for £ 12


ASDA created a high fashion themed scavenger hunt by working with vintage wholesaler Preloved. The supermarket chain is encouraging shoppers to participate and “find” hidden Gucci items previously in store for the chance to purchase the coveted brand for as little as £ 12 for some of the clothes.

The tie-up comes in time to celebrate the release of Ridley Scott’s House of Gucci movie starring Lady Gaga as Patrizia Reggiani, who was convicted of hiring a hitman to kill the ex-husband Maurizio Gucci (Adam Driver), former fashion chief. to house.

The film has already created a huge buzz around the fashion brand, there has been a 270% spike in searches for vintage Gucci clothing in the last week alone, according to figures from savings platform Wethrift.

As more and more shoppers search for vintage Gucci clothing, interest in working with ASDA has created its own media frenzy with shoppers keen to snatch up a designer treasure. The trap ? No one knows where to find them.

ASDA colleagues have been tasked with hiding clothes in the PreLoved areas that feature in select ASDA supermarkets across the UK.

Lauren Mallins of George at Asda said: “Whether you are a vintage lover or just want to make more sustainable choices, our handpicked PreLoved pieces are always a treasure trove of gems and now Gucci adds to the reasons for our customers to shop with us. ‘

The initiative is part of an ongoing partnership with Pre-Loved, which now has space in 50 stores following a successful trial at the ASDA sustainability concept store in Leeds, Yorkshire.

It is part of a package that the company has called “George for Good” and includes a commitment to reduce textile waste by encouraging shoppers to bring unwanted clothing to the store in exchange for a discount on the clothing from. mark George.

ASDA, Tesco and other major retailers are signatories to the Textiles 2030 action plan which focuses on measures to reduce the climate impact of the clothing trade by minimizing waste and improving sustainability and safety. recyclability of clothing as well as by encouraging the recycling of second-hand clothing.

Shift to in-store vintage clothing sales seen as a first for a UK grocery store and follows Walmart

launching an online partnership with vintage dealer ThredUp last year.

E-commerce sites such as Depop, Vinted, and eBay

saw a huge surge in interest and engagement as the lockdown appeared to focus consumers on the benefits of pre-loved fashion.

EBay figures show there was a 404% year-over-year increase in pre-liked sales from 2018 to 2020, with millions of buyers selling and recycling clothing.

And while some may be cynical of what might be considered little more than an ASDA publicity stunt with the Gucci clothing hunt, if the ambition was to raise awareness and speak out on the subject. purchase of pre-loved items, the mission appears to have been a success. a.

Pre-Loved claims to have saved over 800 tonnes of clothing from landfill and points out that the partnership with ASDA will significantly increase this.

Across the fashion industry, there are many long-term commitments to improve the sustainability of a sector that has a significant impact on landfill, water use and has a footprint. important carbon

From ASDA selling second-hand clothing to Ikea offering a furniture buy-back and resale program and the rise of fashion rental brands like Hirestreet, this is an important moment as we are witnessing a real change in consumerism with a greater focus on the planet and people.


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