Collaborative fashion consumption: digital resale platforms and EU policy implications

Abstract

This paper examines collaborative fashion consumption as a transition from ownership-based consumption to access- and reuse-based models, with emphasis on brand-led digital resale platforms. It synthesises key mechanisms (resale, rental, swapping) and analyses platform requirements for trust and operational viability, including product authentication, dynamic pricing, reverse logistics, and consumer engagement strategies. The study further situates resale within the evolving EU regulatory landscape, highlighting the implications of the Ecodesign for Sustainable Products Regulation and the emerging compliance expectations around product information, consumer rights, and substantiated environmental claims. The paper concludes with design and governance priorities for scalable circular fashion ecosystems.