New Look, Dorothy Perkins, Superdry and LK Bennett have all turned to Ebay to sell off their “dead stock” as they scramble to stem lockdown losses.
Each of these fashion retailers are understood to have launched Ebay stores to offload their unsold stock at majorly discounted prices, The Mirror reported.
Some of the items available are being listed at discounts of over 80 per cent, including an LK Bennett dress for £17 which usually retails for £125.
It comes as high street fashion brands struggle to deal with a backlog of unsold stock, often from past seasons, which has built up while their physical stores remained shut during lockdown.
“Excess inventory and how to handle it appropriately is probably one of, if not the biggest, sustainability challenges clothing brands have to face,” GlobalData’s apparel correspondent Hannah Abdulla said.
“Billions of dollars’ worth of orders were canceled by brands and retailers at the start of the coronavirus pandemic, while consumers cut back on shopping for clothes, leaving brands sitting on stock they couldn’t shift. With sustainability being top of mind for consumers, landfilling or burning unwanted stock is a no-go.
“Many retailers have turned to discounting to flog the excess, but there is concern it is feeding the habit of cheap clothing consumption or throwaway fashion.”