Research from WRAP in the UK helps put this into perspective. The study found that British adults owned an average of around 118 pieces of clothing. Around 26%, about 31 items, had not been worn at least once during the previous year. WRAP estimated that around 1.6 billion unworn pieces were sitting in wardrobes across the UK.

In the world of marketing and branding, the pursuit of influence is constant. Brands invest significant time and resources to reach a...