King Baudouin Foundation

Making second-hand fashion the desirable choice

Fashion Circular economy Retail Campaign Evaluation Consumers Belgium

The Challenge

Even as sustainable fashion gains ground, buying second-hand stays marginal: habits, social norms and the shopping environment keep intention from becoming purchase. Backed by the King Baudouin Foundation, LoopS Textile 2025 challenged us to turn that intention into in-store sales, and to build learnings the whole circular-textile sector could reuse.

Our Approach

Working with RESSOURCES, we combined behavioural science, design and hands-on co-creation with the retailers. Using our Landscape Model™ and Rainbow Wheel™, we pinpointed the real barriers, from stigma to price perception, and matched them to five proven levers. With creative agency Hungry Minds, these became the “PÉPITE” campaign: in-store discovery devices and a “Golden Ticket” contest linking online buzz to action in store.

The Result

The result: a co-created, field-tested campaign, a reusable creative concept and transferable sector lessons. Across the 7 stores we could measure, several saw sales rise while footfall held steady, a sign of stronger conversion. And the clearest lesson proved our premise: awareness alone does not sell second-hand, but visible, simple in-store cues do.