Selfridges is owned by the Weston family, which controls Primark through Associated British Foods.
Fast fashion retailers like Primark have been criticised by MPs for encouraging a disposable attitude to clothing, although the firm insists its high street shops are better for the planet than online stores.
Parliament’s Environmental Audit Committee said last year that “the government must change the system to end the throwaway society”.
Asked whether fast fashion needs to change, Ms Pitcher told Today: “I think fast fashion is a very important part of our business, but I think people are changing and what we have to do is put more value into the shopping experience.”
She also insisted that her plans were not just a PR initiative, and that Selfridges has been on a “sustainability journey” since 2011 when it started a campaign to protect the world’s oceans.
She told the BBC Selfridges would “explore new circular business models” of rent, re-sell, repair and recycle “making us synonymous with circularity”.