The new Loop platform, launched on 4 February, will enable shoppers to digitally add online purchases to an accompanying app, so that they can keep tabs on what’s in their wardrobes and gain access to various post-purchase services – such as repair or resale – which might extend an item’s life. 

Loop says its app integrates directly with the retailer’s point of sale allowing customers to connect their wardrobes, interact with wardrobes of their friends, see what their friends are buying, resell clothes, swap them, upcycle them or donate them to charity. Loop says its aim is to extend the life of clothing and keep it out of landfill.  

By automatically digitalising items at the point of sale, Loop says it makes it easy, fun and lucrative for customers to be more sustainable and retailers will benefit from being part of Loop by collecting new post-purchase data on products sold and adding insightful data analytics that will make Loop’s marketing cost-effective.  

Loop digital wardrobe was devised by entrepreneur and impact investor Jack Ostrowski, the founder of Yellow Octopus Group. The group says its solutions are used across the industry by brands including Primark, George, H&M, Balenciaga and Net-a-Porter.

Founder Jack Ostrowski said: “I’ve spent 15 years helping fashion retailers develop their sustainability but as an industry we need to radically increase the pace of change. To do that, we need to make being more sustainable easy to do and fun for the customer while generating value for the retailer. We need to move the model from ownership to ‘ownershift’.  At the moment, too much high street fashion is on a one way journey to landfill. Loop extends the life of clothing, creates a really engaging experience for consumers and helps retailers make huge strides in their sustainability. If we can take it to scale, it could be a game-changer for the industry.”   

Loop is integrated into retailer’s checkouts to digitalise the customers’ purchases and give them access to the range of sustainable post-purchase services – resale, swapping, upcycling, charity donation and returns. Loop enables direct integration of user wardrobes with Instagram, a feature Loop says is particularly popular with Gen Z customers.  

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By GlobalData

The plug and play app is integrated directly with the retailer checkout and aims to make a positive impact through digitalizing and connecting wardrobes of fashionistas and their friends, involving them into engaging social media style activities where fashion resell, swap, charity donation or upcycling services are encouraged. 

Loop is working with its charity launching partners, Great Ormond Street Hospital and Air Ambulance and says that the platform has huge potential for charities still recovering from the massive financial hit many took during the pandemic as it creates a new untapped revenue stream and a chance to engage a hugely valuable new and young supporter base.   

For the retailers, Loop provides unprecedented access to post-purchase data like shopping habits and behaviour metrics to the stakeholders through dedicated dashboards with view of the post-purchase data, depth understanding of their customers and friends’ behaviour and needs, and their products’ afterlife journey.