Danielle Vermeer

Lavoine and her collaborators have developed a process that allows them to use nanocellulose to produce clothing items with iridescent features resembling the rainbow-hued shimmer seen on fish scales, bird feathers and insect bodies.

Key inputs: 1. Acquisition: how to acquire users.2. Activation: how to get users to their 'Aha’ moment as quickly as possible3. Engagement: how to ensure users experience the core product value as often as possible4. Virality: how to get people to get more people onto the platform

So how does Aggregation Theory apply to secondhand fashion? Resale aggregation relies on resale digitization.Users must first create digital listings of their physical clothes to sell on resale marketplaces like Poshmark, Depop, Ebay, etc. or get discovered on aggregators of aggregators like GEM. 

Thanks to increased consumer consciousness around sustainability, the circular economy, and fair labor, resale has become fashion’s hottest sector—and brands want in. But scaling and making resale profitable isn’t easy, and with increasing competition in the space, it’s only going to get harder. 

Research by environmental charity Wrap shows that extending the life of an item of clothing by just nine months could cut its environmental impact by up to 10 percent.