KEY TAKEAWAYS:
Customers are increasingly willing to pay for wardrobe maintenance services, from tailoring and repairs through to handbag and footwear cleaning
Time-bound warranty services (whereby brands and retailers offer select free repairs to customers) are shown to boost loyalty, customer engagement, and brand trust
The industry is in agreement – fashion is in need of fixing and the future must embrace circularity. When we speak to brands of all kinds about introducing care and repair, one of the most common questions we are asked is who should pay.
That answer is shifting every day, with customers increasingly willing to spend their own money to look after and restore their items. This acceleration is fueled by a trend towards longevity, as well as other circular models like resale and rental that make buying and caring for fashion a true investment.
As we’ve built partnerships with a variety of brands and retailers, we’ve also found that offering limited free services, time-bound warranties, and complimentary repairs as part of brand loyalty schemes are all proven ways to increase customer satisfaction and supercharge trust. Below we share some of our key takeaways from warranty-based partnership models.
Sheep Inc.’s Knit Clinic, powered by The Seam
Sheep Inc. is a brand founded on strong sustainability principles. The brand has taken transparency to new heights through each garments’ NFC tag which connects the wearer to the supply chain journey. Since December 2023, the brand has paired customers with The Seam’s Maker community to bring their worn pieces back to life.
What the brand says...
"Our customers often express how reassuring it is to know their knits can be professionally repaired if needed, reinforcing their trust in our brand. Over 75% of our customers who have used The Seam’s warranty service are repeat customers. They appreciate our eco-conscious approach, which reduces waste and extends the lifespan of their knitwear. Additionally, customers feel supported and valued long after their initial purchase due to our Knit Clinic. Their positive experiences frequently lead to word-of-mouth recommendations, creating a ripple effect of trust and advocacy for Sheep Inc."
– Yasmin (Sustainability manager, Sheep Inc)
What their customers say...
“I love my Sheep Inc knitwear and have recently had to make use of the lifetime guarantee repair service not once but twice with the same sweater! Thank goodness for The Seam that's all I can say. The repairs are virtually invisible, the service is first class and my garment was returned in no time at all.”
– Melanie, Sheep Inc customer (June 2024)
Veja warranty repairs that reduce waste and save money
When Veja approached The Seam in 2022, the brand already had a robust repair framework in France, where customers could access free services for up to 6 months post-purchase, as well as paid services for damage that incurred beyond.
We created a UK-warranty service to ensure that early faults and damages could be repaired. By streamlining the repair offerings and harnessing the power of our decentralised Maker network, we were able to save costs for the brand, so that it was effectively cheaper to repair these shoes than provide new ones.
Veja is an interesting case because we see a high number of their products booked through The Seam’s direct customer channel. The data we uncover from paid services on Veja shoes have a proportionally high conversion rate compared to The Seam’s overall benchmark. While this customer may receive free services in the initial post-sale period, this offer clearly hasn’t reduced their willingness to pay for maintenance services throughout these products’ long lives.
Shrimps’ shared-cost warranty
Last month, we launched a unique partnership with cult brand, Shrimps, to help keep their iconic pieces in their best condition. Rather than offering free services for a limited time, Shrimps’ cover the cost of a non-time-bound discount on all repairs of their items. This means that years’ into ownership, wearers can restore their cherished items with the help of The Seam Makers, and some of the cost is covered by Shrimps’.
This unique scheme means that the customer, the brand, and The Seam are all stakeholders in extending the lives of these items, and the data we capture from these services can feed into designing for longevity.
“I was gutted when my treasured Shrimps beaded bag snapped at the handle at a wedding two weekends ago, but needn't have worried - as the Seam maker Nicole A came to the rescue! The bag looks completely good as new, for a very reasonable price and so quickly that I can use it for another wedding coming up. I especially loved the ease of communication with Nicole. Thank you!”
– Melica, Shrimps customer
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