Up Close is Sourcing Journal’s regular check-in with industry executives to get their take on topics ranging from their company’s latest moves to personal style. In this Q&A, Emily Gittins, co-founder and CEO of resale solutions provider Archive—which powers recommerce for brands like Lululemon, Oscar de la Renta and Faherty, discusses what fashion could learn from the automotive industry about resale and the business case for secondhand retail.
Name: Emily Gittins
Title: Co-founder and CEO
Company: Archive
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Which other industry has the best handle on the supply chain? What can apparel learn?
The automotive industry stands out for its supply chain mastery—especially in terms of traceability, supplier collaboration and just-in-time manufacturing. They’re also further ahead in incorporating resale into their business model. When you buy a car new, you know exactly what price you can resell it for in one year, three years, 10 years. That factors into your purchasing decision. And if you want to sell or buy secondhand, you have the opportunity to do so directly through the manufacturer. I think apparel will look very similar in five years’ time.
What should be the apparel industry’s top priority right now?
The apparel industry’s top priority should be future-proofing their business, fast. Tomorrow’s consumer will not shop in the same way as today’s. A key part of that is consumers’ shift to buying more and more secondhand, taking share from full price at a rapid rate; in 2024, the U.S. secondhand apparel market [grew] five times faster than the broader retail clothing market.
Brands need to adapt fast to build circular business models like resale into their strategy. That means offering secondhand options to customers to keep those customers in their brand, instead of on third-party marketplaces. The good news? It turns out that doesn’t have to come at the [cost of] revenue or margin. Over the last few years, we’ve worked with major brands to prove that: one, resale doesn’t cannibalize full price sales, and two, it can be as profitable, if not more profitable, than a brand’s full-price business.
What innovation or development holds the greatest potential to improve operations in the apparel and textile industries?
Artificial intelligence-powered pricing, forecasting and inventory optimization hold massive potential. We’re starting to leverage this in the resale context, allowing us to price and process items more profitability for brands, making the business case for resale even stronger.
How would you describe your corporate culture?
One of our key values is “lead with low ego!” While everyone at Archive is incredibly smart and talented, they’re also humble, collaborative and ready to do whatever it takes to get the job done. That’s because we’re passionate about making a serious dent on the environmental impact of the fashion industry and consumption patterns more broadly.
Where do you look for personal style inspiration?
I find inspiration everywhere, but I especially look to my colleagues at Archive. Our team is full of creative, stylish people who express themselves through what they wear—often in unique and unexpected ways. I love how secondhand shopping encourages individuality, and I’m constantly inspired by how others mix vintage pieces with modern looks.
How do you shop for clothing? How would you describe yourself as a fashion consumer?
I shop almost entirely secondhand—whether that’s in thrift stores, on online marketplaces or via branded resale. I love finding high-quality items at a fraction of their original price, and the process is much more exciting and meaningful to me than buying new. Even my wedding dress was secondhand, which I purchased from The Loop in London.
What are the top three product attributes that you factor into your purchasing decisions?
I prioritize quality, uniqueness and whether the item is non-new. I want pieces that are well-made and will last, that have a story or distinctive character and that contribute to reducing waste.
What is a retail experience that stands out to you?
Lululemon’s “Like New” business is a great example. The experience feels seamless and integrated with the brand, and it’s clear that both quality and customer service are top priorities. It’s proof that secondhand doesn’t have to be a compromise—it can actually enhance brand loyalty and customer engagement.
What keeps you up at night?
The accelerating pace of climate change is always on my mind. The fashion industry’s impact is huge, and we have a responsibility to act urgently. I worry about whether the industry as a whole will move quickly enough to meet the scale of the challenge, but I’m motivated every day to be part of the solution, in a way that’s win-win for business and climate.
What makes you most optimistic?
The Archive team shows me every day what is possible if we have a big vision and work together to get there, one step at a time.
