Valentine’s Day often brings thoughts of love and romance, but what about the aftermath of relationships? Garimpário, a circular fashion website, saw an opportunity in the items left behind by ex-partners and created a unique solution: Ex-commerce.
Ex-commerce allows individuals to sell items from their exes, turning emotional remnants into financial gains. Laura Esteves, VP of creation at DM9, emphasizes the cathartic nature of selling these items, helping individuals move on from past relationships while earning extra income.
The campaign, launched on February 14, aims to draw attention to Garimpário’s platform and inject excitement into a day that is not traditionally associated with retail activity in Brazil. Emanuelle Lazzari, founder of Garimpário, explains that the initiative seeks to engage audiences and drive traffic to the website through creative communication strategies, including videos and social media content.
By providing a platform for individuals to declutter their lives and earn money in the process, Garimpário’s Ex-commerce initiative taps into the growing trend of sustainable and circular fashion while addressing the emotional challenges of breakups. Published in Brazil in February 2024, this campaign exemplifies Garimpário’s commitment to innovation and social impact in the retail industry.
