“as puzzles, this is an absolutely exquisite collection, with challenges that had me frequently taking a breath at how clever they were.”Īnother Tomorrow is a puzzle adventure that blends intricately rendered dioramas with first person exploration and puzzle solving. “The truth is, we won’t know until we get there.“Reminiscent of the first person point and click classics.” But, we'll have to see, and I think it'll take a couple of years to really have real data,” she says. “You kind of want to do as much of this business as you possibly can, relative to new production.

She acknowledges that the brand can play a role in incentivizing customers to resell their clothes, but if they're getting a lot of use out of them, then resale can actually become counterproductive.

And so it is a little bit difficult to assess how quickly this can serve as a replacement for new production because it’s truly a function of customer behaviour,” she says. “You can’t control how many people sell products back to you. The biggest challenge, she says - for any resale business, not just Another Tomorrow - is the lack of control over supply. It will take time before Another Tomorrow can evaluate the success of the platform, including from an environmental perspective, whether it’s able to displace some manufacturing for its new product lines, says Barboni Hallik. Once a person decides to resell a product, Another Tomorrow will cover the shipping cost to send it back - although if a garment turns out to be in worse shape than what the seller had described (the options are tags on, never worn excellent good), the seller can choose to either sell it at the lower-priced tier or will have to pay for the shipping to have it returned to them. “We're newer and we can grow our overall business from that baseline, instead of worrying about a huge business potentially seeing some level of contraction.” She recognises, though, that it will be an easier goal for Another Tomorrow than for larger, more established brands. “I think it'll take a couple of years to have real data,” she says. To date, few brands say publicly that they intend to reduce production of new clothes by supplementing them with resale inventory.īarboni Hallik is clear that this is new territory and she doesn’t know if or how exactly Another Tomorrow will calculate a displacement effect of resale on its new production. That includes having plans and capacity to properly manage unsold inventory and brands incorporating resale into their business models in a way that it can replace some of their existing revenue. While advocates have applauded the embrace of resale by both brands and consumers, they have cautioned about the need for due diligence in creating this new industry. “It has to be a substitution,” says Barboni Hallik. Otherwise, they say, it’s adding an alternative to the existing industry but not changing it. However, while resale is often billed as inherently sustainable, experts say it can only deliver positive environmental impact if customers use it to replace purchases of new clothes and if it enables, or forces, brands to slow down their new manufacturing. Resale has taken off across the industry, and both brands and third-party platforms across price points are launching or expanding their programmes at breakneck speed.

We also felt like it was an important way for the brand to stand by the quality and the lifecycle of the product.” “It was so clear that there was an unmet customer demand for having the brand at the centre of the transaction, from an authenticity and service perspective. Similarly, the choice to operate resale in-house, as opposed to partnering with a third-party platform, arose from an understanding that brand involvement is something customers are looking for. “We’ve heard that a real pain point is, you want to know what something's going to sell for before you sell it,” she says.

Another tomorrow store