The Common Thread: Spotlight on Dr. Martens ReWair platform
ReWair restores pre-loved Dr. Martens’ footwear and bags. Oxfam spoke to Dr. Martens’s Vice President of Digital Americas Mike Janover to get the lowdown.
Q: ReWair is such an exciting step forward—what inspired Dr. Martens to invest in ‘recommerce?’
A: The inspiration was two-fold. The first came externally via our existing and prospective customers as they were telling us how important sustainability was in their lives, and their desire to align themselves with like-minded brands. The second inspiration came internally, as we wanted to explore sustainable end-of-life solutions to reduce our carbon footprint and achieve sustainability commitments.
Q: Can you walk us through how the ReWair program works—from sourcing returned or damaged products to reselling them?
A: Today we primarily source inventory via returned products or damaged inventory and then inspect, repair, and clean them via our refurbishing partner Tersus. From there we grade the quality of the product and price the item accordingly and post it for resale on our platform we call ReWair and powered by Archive.
Q: What’s unique about refurbishing a product like a Dr. Martens boot, which is already known for durability?
A: What makes refurbishing our products unique is that we are starting with a product which is extremely durable, so in most cases it is less about making the product usable again, and more about restoring the character of the item and extending the life of the product.
Q: Have you seen ReWair open up your products to new customers, particularly those who value sustainability but also need more affordable options?
A: Yes, we are seeing a large percentage of customers coming in via ReWair to be new to the brand. Some are coming in because of the sustainability benefits, while others see it as a way to purchase that distressed worn-in look.
Q: What are you most excited about that’s next for ReWair?
A: The ability to extend our trade-in offering in our retail stores that allow consumers to drop off their old Dr. Martens products, and in return receive a $20 voucher to a new purchase.
Q: What advice would you give to other companies looking to start their own recommerce journey, especially those just beginning to think about sustainability?
A: Talk and listen to your existing and prospective customers and understand what matters most to them. The North Star is the customer and our planet. Use this guiding light in crafting the offering and experience vs using recommerce primarily as a revenue-generating enterprise.
Q: What gives you hope about the future of fashion and the role recommerce can play in shaping it?
A: Number one is that consumer attitudes and behaviors are changing. More shoppers, especially younger consumers, want brands to take responsibility for a product’s full life cycle and refurbished or secondhand footwear is increasingly seen as stylish and responsible, not a compromise. Number two is the infrastructure and technology is improving making it easier to clean, refurbish, grade, and resell products at scale. Lastly, I think brands such as Dr. Martens view recommerce not just as a sustainability trend, but as a viable business model that helps reduce waste, achieve sustainability targets, grow customer and employee loyalty and push for more responsible fashion.