The program is being supported by proprietary data and vetted purchase history, and eligible exchanges will be accepted up to one year from original purchase at full price. Once authenticated, the trade-up value credit of 50 percent of the original price will be issued. The gently used handbags that are accepted will be reintroduced on Fwrd at prices marked between 20 and 50 percent below retail.
“This is something we always wanted to push forward, it’s something our customer had been asking for for so long,” said Fwrd vice president April Koza during a lunch on Wednesday in L.A. to mark the program. “It’s giving these pieces a second life and offering consumers something they might not be able to otherwise afford.”She quietly split with the brand and launched her online business, and in 2021 Fwrd appointed Kendall Jenner as its fashion director.
“The Fwrd customer is young and sexy, or she wants to be. She’s also a little older, has disposable income, may have daughters she’s also shopping for. Our top customers are that, they are suburban moms who love throwing events, big fashion collectors who love new and emerging designers,” added Koza, a 15-year veteran of Revolve Group.
Fwrd joins a small but growing number of traditional brands and retailers that have begun operating their own buy-back programs,