The Hidden Value of Second-Hand Luxury: Exploring the Levels of Second-Hand Integration as Part of a Luxury Brand’s Strategy

Abstract

Luxury and designer-led fashion brands are increasingly desired in the extensively growing second-hand market. Thus, one would expect that luxury fashion brands would be eager to engage in the second-hand market to control their brand’s image, make profits and enhance sustainability perception. Yet, this is not always the case. This chapter examines the second-hand market from brands’ perspectives and sheds light on what kinds of opportunities the second-hand market could bring for luxury- and designer-led fashion brands, and what they perceive as the current hindrances to develop the resale business under the brand.