{"id":462258,"date":"2026-04-30T16:00:38","date_gmt":"2026-04-30T15:00:38","guid":{"rendered":"https:\/\/www.drapersonline.com\/?p=462258"},"modified":"2026-04-30T09:40:59","modified_gmt":"2026-04-30T08:40:59","slug":"soles4souls-unused-products-can-serve-a-greater-purpose","status":"publish","type":"post","link":"https:\/\/www.drapersonline.com\/insight\/comment\/soles4souls-unused-products-can-serve-a-greater-purpose","title":{"rendered":"Soles4Souls: ‘Unused products can serve a greater purpose’"},"content":{"rendered":"

It\u2019s official: More than 80% of UK shoppers<\/a> consider sustainability in their purchasing decisions, signalling that fashion is firmly in the era of the conscious consumer. Yet this intention doesn\u2019t always translate into action. While consumers want<\/em> to shop more ethically, factors such as price, trust and accessibility often take precedent and continue to hold shoppers back.<\/p>\n

For brands and retailers, this conflict presents both a challenge and an opportunity. They need to prove their circularity credentials without undermining perceptions of value or exclusivity. But if they\u2019re successful, they\u2019re perfectly placed to engage the vast majority of eco-conscious consumers.<\/p>\n

So, what barriers to circularity remain in place? And what are the simplest, most effective ways for brands to overcome them?<\/p>\n

The overlooked cost of unsold stock<\/strong><\/p>\n

Much of the fashion industry\u2019s recent focus has been on encouraging consumers to buy differently. Today, the growing UK online resale and reuse economy is worth \u00a34.8bn, with two-thirds of British Gen Z consumers even preferring pre-loved purchases to those brand-new.<\/p>\n

However, there\u2019s an equally important conversation to be had about the products that brands can\u2019t seem to sell. Excess inventory, returns, and damaged and unsold stock remain a persistent issue across the sector. In fact, as many as 44% of returned items are never resold [Ben-Gurion University research shows], often due to cost, damage or logistical barriers, highlighting the scale of post-purchase waste.<\/p>\n

Too often, these products are written off as a loss. While discounting is often the default solution, flooding the market with heavily reduced stock risks undermining brand perception and long-term value. In reality, overstock represents an untapped opportunity.<\/p>\n

By following a circular excess stock strategy brands can extend product lifecycles, reach new audiences and recover revenue that would otherwise be lost \u2013 <\/strong> all while aligning with how many consumers already behave.<\/p>\n

From opportunity to obligation<\/strong><\/p>\n

This shift is no longer just a commercial opportunity. As of this year, it is becoming a regulatory reality. With the EU set to ban the destruction of unsold clothing and footwear and increasing pressure on brands to disclose how much stock they discard, the industry is being forced to rethink what happens beyond the first sale.<\/p>\n

This is where partnerships become essential. Collaboration between brands, retailers and organisations focused on reuse can unlock solutions that are both commercially viable and\u00a0 impactful.<\/p>\n

Models like those developed by Soles4Souls reflect a growing shift in how excess inventory is managed, ensuring unused products can serve a greater purpose. Through programmes such as Solutions4Good, and its recent expansion following the acquisition of Erren Recondition in March, brands can access more holistic pathways for excess stock.<\/p>\n

These initiatives sort, grade, repurpose and repair shoes and clothing to extend their useful lives and maximise their impact, offering a more responsible alternative to traditional end-of-life disposal. By keeping products in use for longer and diverting them from landfill, they help reduce waste, lower carbon emissions, conserve valuable resources and advance a more circular economy.<\/p>\n

We have distributed over 112 million pairs of shoes and pieces of clothing through vetted community partners in low-income countries, helping to improve livelihoods, support communities and increase access to essential goods. This expanded infrastructure helps brands manage surplus inventory at scale – supporting compliance, protecting brand equity and maximising product value.<\/p>\n

Circularity beyond the sale<\/strong><\/p>\n

By building systems that move excess product to where there is real demand, businesses can reduce waste, recover value and support communities simultaneously.<\/p>\n

Ultimately, closing the intention-action gap requires a shift in mindset. Sustainability cannot sit solely with the consumer at the point of purchase. It must be embedded across the entire product lifecycle.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s official: More than 80% of UK shoppers consider sustainability in their purchasing decisions, signalling that fashion is firmly in the era of the conscious consumer. Yet this intention doesn\u2019t always translate into action. 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