European e-commerce platform Zalando, has announced plans to offer new business models and initiatives as part of its ambition to boost circularity throughout its product life cycles.

Zalando’s head of circularity, Laura Coppen, said, that the fashion industry needs to adapt to a circular system to lessen its negative impact on people and the earth. At Zalando, they see this transition as a once-in-a-lifetime chance to lead the way in transforming the fashion sector by adopting new revenue streams to drill and respond to the enormous trends in consumer behavior that are already taking place.

Its initiatives are part of Zalando's do.MORE sustainability strategy, which aims to extend the life of 50 million fashion goods by 2023. The retailer hopes that these new initiatives will help them get closer to a circular system, through the redesigning of the product lifecycle.

Coppen added that according to their Attitude-Behavior Gap report, more than 60% of consumers believe it is critical that their garments have a second life and do not wind up in the trash. Their mission is to influence people's minds about circular products and experiences. They don't have all the answers yet, but they're collaborating with industry leaders to develop and scale new solutions to aid in the transition to a truly circular business model.

Zalando will collaborate with the Ellen MacArthur Foundation and Berlin-based startup circular.fashion as part of its design phase to define industry-wide circular product standards and train private label teams in the circular design process. It also plans to expand the Zalando own-brand ‘redeZIGN for circularity,' adding 50 new items to the range with a QR digital product passport.

The company will also pilot maintenance and repair services for customers, working with local workshops and tailors, as part of a collaboration with the London-based retail app, Save Your Wardrobe. The service is now offered to Berlin clients, but it is expected to expand to Düsseldorf and other markets in the future.

In partnership with Sorting For Circularity Project, the retailer is also constructing an open-source textile waste management software. The initiative aims to conduct a study of textile waste as well as investigate the options available to textile recycling companies. The program's growth will include the production of an open digital platform that will connect compatible textile waste sorters with recyclers.

Zalando made the statement after investing in textile regeneration technology company Infinited Fiber Company, adding that it will give raw materials to the company and will also employ its revolutionary textile Innfina fiber for its private-label clothes.