Make a Difference with Circular Retail: Four Tips to Get Started

When it comes to retail industry trends, AI (artificial intelligence) gets a lot of press, but it’s not the only trend retailers should keep an eye on. RETAIL BOSS predicts “Recommerce and the Circular Economy” is another key retail trend to watch in 2024. As the founder and CEO of Manymoons, America’s First Circular Retailer,^TM  Carolyn Butler shares her thoughts on the state of circular retail, what this means for families and the important role parents play in sparking change.

Our linear economy isn’t sustainable, but full circularity can be achieved

In order to become a full-fledged circular retailer (and America’s first), Manymoons set their sights on achieving all three pillars of the circular economy simultaneously. That includes regenerating nature, keeping products in use and eliminating waste. Compare that to the linear economy, which Carolyn says creates waste at a rate that scientific research shows we can’t sustain forever. 

What’s holding other retailers back on the road to circularity? According to Carolyn, who is also a MacArthur Fellow, “The companies that have tried it before mostly focused on one of the pillars of circularity. When you focus on one, it’s difficult to perform financially right away. With that comes the negative assumption that it isn’t a sound business model, which actually isn’t the case.”

Proving the circular business model is profitable is key to getting other retailers on board. For Carolyn, the path to profitability has been quite clear.

“We know that once you prove a business model is profitable, then everyone will want to do it, especially if you can prove it's more profitable than what they’re doing now. We've already done that with respect to gross margins on the products we sell because we're able to buy items once and then resell them an average of four times. Consequently, our gross margin is much larger than someone who only sells a garment once,” Carolyn says.

Parents have the power to ignite change

If you ask Carolyn why it’s so important to be a force in the transition toward a circular economy, it all goes back to, “Parents like me want to leave behind a better, more sustainable world for our kids. They will have to deal with the decisions we make, so why not start solving issues around waste and sustainability now?”

The United States may be 10 years behind the European Union when it comes to a more circular economy, according to Carolyn, but we don’t have to be! 

“Ultimately, the transition to more circular has to come through new businesses and disruption or legislation, which would force linear businesses to transition to a circular model. But we can’t wait for regulation, especially in the United States, because we don't know when that will ever happen. Hopefully in my daughter's lifetime. But I’m very optimistic. I know impactful change can be driven by consumer demand,” Carolyn says.

Consumers (parents and moms in particular) have spearheaded positive changes regarding recycling, sustainability and the environment for decades. As more parents get involved in recommerce, circular shopping, circular retail and the circular economy—trends that continue to grow in popularity—the goal of leaving our planet in a better state for our children can become a reality.

According to Carolyn, “Women are the most powerful consumers in this country, one of the biggest markets in the world. If we demand it, it happens. And when you look back on history, most of the legislative changes, especially around chemical regulation, came about because consumers demanded them. We have more power than we really realize.”

Small steps make a big impact! 

Four tips for tapping into circular retail and making a difference

Carolyn is a big proponent of starting small and taking it from there. Dipping one toe in the recommerce, circular shopping and circular retail ponds is a great way to get started and build positive momentum. Then, we can collectively change the world by voting with our dollars. Here are Carolyn’s tips for getting started.

Tip No. 1: Shop resale platforms.

Instead of buying everything new, start tapping into the resale market. There are numerous resale platforms available (PoshMark, The RealReal and ThredUp to name a few). Plus, more brands are launching their own resell programs (Patagonia, Athleta, Hanna Andersson and others), which offer preloved clothes and gently worn apparel. 

Here’s what’s really cool: the shift in consumer preferences to buy more used garments is what has prompted more and more fashion brands to embrace the resale trend. Of course, resale doesn’t end with fashion, so don’t stop there!

You can shop Manymoons resale shop with preloved clothes here. 

Tip No. 2: Shop resale stores with doors, too.

Whether it’s a high-end consignment shop or your favorite thrift store, spending a couple of hours perusing the racks of brick-and-mortar resale shops is a great way to save money and lessen your impact on the environment. And if you’re looking for a new activity to share with your besties, circular shopping is a terrific option.

Tip No. 3: Choose quality over quantity when buying new.

As a society, we need to relegate fast fashion to the history books and look for fashion brands that are built to last. Sure, you may walk away with one beautiful garment instead of four lower quality pieces, but that one item will wear better and look nicer longer. Extra points for choosing natural, compostable fibers (which tend to cost more in the short term) over synthetic materials.

Carolyn feels strongly about this one. As she explains, “I really advocate for buying quality goods because they last longer in the circular economy. Granted, this is a paradigm shift from how people buy clothing today. Consumers tend to be very attached to the initial price and don’t think about participating in the circular economy. Start thinking about it this way instead; when you buy higher quality goods they last longer and can be shared with more families.”

Tip No. 4: Spread the word about the positive impact of circular retail.

If leaving a better planet behind for your children is important to you, doing circular shopping and buying quality over quantity is a great way to shop. However, telling your friends about it is even better. Slowly but surely, the stigma of shopping “used” is truly transitioning to a passion for doing good for the planet while buying really lovely, gently used items that cost less (that’s smart!). 

Being able to pass down quality garments to the ones you love for generations to come also benefits the lives of our children and the viability of our planet. And composting a garment when its useful life ends, as Manymoons does, keeps more apparel out of the landfill. 

Manymoons is your one-stop shop to buy, rent and give back 

Manymoons makes it easy for you to take your circular shopping journey to the next level. Our sustainable clothing and other products for babies, children and adults are available to purchase, rent and can be returned for credit toward another purchase.