Coachtopia, the Coach sub-brand dedicated to circularity in fashion, has partnered with resale marketplace Poshmark and digital ID technology Eon to simplify the resale process of its upcycled products.
Coachtopia items are already equipped with an embedded NFC-powered digital passport from Eon, and this new partnership will allow consumers to resell those items on Poshmark with the click of a button. Consumers who tap the embedded tag with their smartphone are taken to a detailed product page containing information on the product’s environmental footprint, materials, design and circular services as, and now, the option to resell it on Poshmark. Clicking on this button produces a pre-filled listing on the marketplace complete with the item’s details.
Poshmark, which has joined the Eon Exchange partner marketplace, will now also be able to share resale data with Coachtopia in near-real time, including which products are resold, the sale price and more. All this data is recorded to the item’s digital ID to increase transparency and provide Coachtopia with new insights into the end-to-end product lifecycle.
“The unique digital passport embedded in Coachtopia products is a critical element in our mission to pioneer circularity in fashion, providing visibility on each product’s journey as it lives multiple lives — both for us as a brand and for our growing global community,” said Joon Silverstein, SVP Global Marketing and Sustainability at Coach and Head of Coachtopia in a statement.
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Both Coach and Poshmark are working hard to up their sustainability street cred: Coachtopia launched a documentary, The Road to Circularity, in January 2024; and Poshmark partnered with sustainable brands for a series of live shopping events in April 2024.
“Our goal is to make the resale process as simple and seamless as possible, empowering everyone to bring their closet online and participate in the circular economy,” said Manish Chandra, Founder and CEO of Poshmark in a statement. “Poshmark’s community already has kept more than 300 million products in circulation and out of landfills, and our partnership with Eon will only amplify that impact, unlocking a new, efficient way for people to easily keep their Coachtopia items in circulation.”
