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At the heart of luxury is its enduring legacy and appeal. Whether it’s heirloom pieces being passed through the generations or revived vintage icons clawing their way back on TikTok and Instagram Reels, luxury ultimately transcends time.
While the qualities around timelessness are largely instilled during design and development — and through a brand’s inherent value — more brands are concentrating their efforts on helping luxury consumers prolong the lives of high-ticket pieces long after purchase.
The need for extending a product’s lifespan goes beyond the concerns of the consumer, referring to the role of the luxury industry in wider sustainability efforts. ‘Regenerative moments’ are moments that enable a product to be salvaged, repaired or rejuvenated past the point of sale. This can be through take-back programmes, repairs or refurbishment services, among other regenerative solutions that prevent textile waste in an attempt to limit ‘luxury landfill’.
Meagan Fitzsimmons, chief compliance and ESG officer at GXO, says that while “primary approaches to boosting sustainability are taken at the sourcing stage of fashion production, elongating the durability of a product post-sale, or enabling consumers to conveniently repurpose and recycle fashion goods is still an afterthought for most brands.” The logistics company suggests that while rewiring luxury in its earliest sourcing and manufacturing stages to meet sustainability requirements might be desirable (and profitable) in the long run, the process can be relatively challenging in comparison to championing sustainable behaviour beyond purchase.
In this whitepaper, we explore how brands can capture this significant opportunity to achieve their sustainability targets by investing in regenerative moments that are truly embedded within the logistics network. And we examine how collaboration with 3PL (third-party logistics) can help brands master reverse logistics from cleaning and restoring garments, to repackaging them for resale.
Alongside reviewing these moments, we understand how sustainability initiatives offered at the point of sale or beyond have the potential to enhance brand perception, particularly in regards to customer care.
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