Resale value: The new frontier for luxury brands and savvy consumers

Luxury brands are beginning to market the resale value of their products to attract increasingly savvy consumers. The rise of resale and comparatively affordable brands is changing the conversation around handbags as investment pieces. Many primary market fashion brands and retailers have begun to emphasise resale value in their marketing. The CFDA-award-winning brand Telfar has featured a link to Rebag’s Clair Report on its online product pages, which uses the Clair AI tool to assess the value of used bags by top brands. The report shows that Telfar’s average value retention on the secondary market exceeded that of all legacy brands, including Hermes. Luxury watch blog-turned-e-tailer Hodinkee offers a Sell Your Watch tool that provides an instant quote. Retailers are feeling pressure to keep items at purchase value as the resale market gains traction. However, some retail executives are hesitant to position a fashion item as an investment. The result of the resale boom has been greater access to luxury across price points, which has been good news for Gen Z. Brands such as Chanel and Hermès are rejecting this trend by driving intentional inaccessibility.

Read more from Glossy