Behind the Seams – Why Fashion Brands Should Rethink Their Repair Strategy

Source: Unsplash

Sustainability has become a buzzword in the fashion industry, and for good reason. With climate change, resource depletion, and consumer awareness growing at unprecedented rates, fashion brands are under pressure to clean up their act. Many have turned to repair services as a way to extend the life of their garments, and while this is a step in the right direction, the focus has largely been on consumer-facing repairs.

But what if I told you that most repair needs happen long before a garment reaches the hands of a customer? As someone who spent years in a fashion brand’s quality assurance department, I’ve seen firsthand the untapped potential of addressing bulk repairs in the pre-shelf and on-shelf stages. It’s time to shed some light on this overlooked opportunity and challenge the industry to do better.

Let’s Revisit The Lifecycle of a Fashion Product

Let’s start with a closer look at the lifecycle of a fashion product. Every piece of clothing embarks on a journey from production to retail to post-purchase care, and each stage comes with its own repair challenges.

In the pre-shelf life stage, garments might arrive damaged at distribution centers (DCs) or warehouses due to transit mishaps or manufacturing defects. These products are isolated and sent for repairs as quickly as possible to minimize delays in their journey to store shelves. Having worked in a DC, I can tell you it’s a race against time—repairing these items efficiently ensures they don’t miss their chance to sell at full price.

Once products make it to stores, they enter the on-shelf life stage. Here, garments are subject to the hustle and bustle of retail environments: damage during transit to stores, mishaps in storage, or accidents on the shop floor. Repairs at this stage ensure stock availability and prevent unnecessary markdowns.

Finally, we have the post-shelf life stage, where products are in the hands of consumers. Here, repairs are often motivated by emotional attachment to a garment or the desire to reduce waste. As sustainability gains traction, this stage has become a focal point for brands looking to engage eco-conscious shoppers.

Source: Reclot

The Overlooked Opportunity: Bulk Repairs in Pre- and On-Shelf Life Stages

Here’s the reality: the bulk of repairs happen before a product is even sold. Yet, most brands focus their sustainability efforts on post-sale repairs, largely because they’re more visible and relatable to consumers.

From my time in the industry, I’ve seen warehouses handling batches of hundreds of garments needing reconditioning, often due to minor issues like loose threads, misaligned labels, stains, or transit damage. These are the repairs that quietly save brands millions but are rarely talked about.

Unfortunately, it’s not uncommon to hear about fashion products being quietly recalled due to mold, restricted substances, or safety concerns—issues particularly prevalent in children’s items. While many of these products could still be repaired or repurposed, brands often opt for destruction over transparency, fearing legal risks if these items reenter the market.

This is where fashion brands have a golden opportunity to lead with transparency. Consumers are increasingly demanding insight into how their clothes are made and maintained. Yet, the pre-sale repair efforts—arguably one of the most critical aspects of circularity—remain behind the curtain.

Brands should take this moment to lift the veil. By disclosing their pre-sale repair efforts and data, they can build trust and credibility with their audience. For example, sharing statistics on the number of garments reconditioned at the DC stage or improvements made in their manufacturing processes can demonstrate a genuine commitment to sustainability.

Of course, this comes with a caveat. If brands find that certain manufacturing phases are leading to an unusually high volume of repairs, it’s a sign that something needs to change. Proactively addressing these issues and closing the gap is not just good for sustainability—it’s good business.

From "Low-Hanging Fruit" to Industry Transformation

Let’s be clear: post-sale repairs are important. They engage customers directly and promote the longevity of garments, aligning perfectly with consumer-driven sustainability trends. But focusing solely on this "low-hanging fruit" ignores the bigger picture.

Reclot began its journey with this insight in mind. By addressing the often-overlooked repair needs in the pre-sale and on-shelf stages, we’ve helped brands turn a hidden pain point into a strategic advantage. For example, our B2B repair portal digitizes the entire coordination process, making it easier for brands to track, manage, and report on their repair efforts.

This isn’t just about efficiency—it’s about transformation. By investing in both B2B and B2C repair workflows, fashion brands can position themselves as true leaders in the transition to a circular economy.

A Challenge to The Industry

The fashion industry is at a crossroads. As consumers push for more transparency and accountability, brands have a choice: continue with business as usual or rise to the challenge of full lifecycle sustainability.

I believe in the power of this industry to lead the way. Imagine a world where brands don’t just talk about circularity but live it—where every repair, whether at the DC or on the shop floor, is part of a broader commitment to reducing waste and preserving resources.

At Reclot, we’re committed to making this vision a reality. By partnering with brands to address repair needs at every stage of the product lifecycle, we’re building an ecosystem where fashion and sustainability go hand in hand. Together, we can create a future where fashion doesn’t just survive—it thrives.

So, to the brands reading this: Are you ready to step up? Let’s start by pulling back the curtain on your pre-sale repair efforts. Let’s show the world what true transparency and accountability look like. And let’s work together to redefine what it means to be sustainable in fashion.

Because sustainability isn’t just a trend—it’s our responsibility.

Have thoughts on this topic? I’d love to hear from you. Reach out or drop a comment below!