Why Brand Value Matters in the Resale Era

The fashion industry is changing (even if slowly). What was once seen as a linear cycle of “buy, wear, discard” is increasingly becoming circular. Today, resale platforms and second-hand shopping are shaping not just consumer behaviour but also brand perception. The brands that hold their value in the resale market tell us something deeper: durability, desirability, and trust have become currencies of their own.

Luxury Still Rules – But the Rankings Are Shifting

According to The RealReal’s 2025 Resale Report, brands like Hermès and Louis Vuitton continue to dominate resale value, with accessories and handbags consistently reselling at strong prices (Vogue, 2025). Meanwhile, Goyard leads the way in value retention: its handbags resell on average at 104 % of the original price, meaning some models increase in value over time (Fashion Dive, 2024).

Other names climbing in the rankings include Moncler, The Row, and Brunello Cucinelli – all tied to the so-called “quiet luxury” trend. Vestiaire Collective has highlighted how The Row’s resale value has risen by 27 % in just five years (Fashion Dive, 2024).

A European and Swedish Perspective

Sweden stands out as one of the most second-hand friendly countries in the world: 75 % of Swedes have purchased preloved items, and the market is valued at 8,18 billion USD (Fashion Network, 2024). Platforms like Vinted, Sellpy, and Blocket dominate the Nordic scene, while Vestiaire Collective and eBay hold ground across Europe.

In Sweden, mid-end contemporary brands such as Ganni, House of Dagmar, and Rodebjer illustrate another kind of value retention. While their pieces don’t resell at the same premiums as Hermès scarves or a Rolex watch, they offer reliable resale liquidity. These are brands with recognisable design identities, a loyal customer base, and – importantly – a sustainability narrative that supports second-hand desirability.

Beyond Luxury – Fast Fashion and Volume

ThredUp’s 2025 Resale Report analysed more than 60 000 brands and noted a very different pattern at the lower end of the market (ThredUp, 2025). Fast-fashion giants like Zara, Primark, and Shein dominate in volume on resale platforms such as Vinted and Depop – but rarely retain meaningful value. Here, the reason is less about financial return and more about extending the life of garments or finding something cheap that would otherwise go to waste.

Why Resale Value Matters for Sustainability

From a sustainability perspective, value retention is more than an economic metric. If a garment holds its value, it tends to be better cared for, traded multiple times, and kept out of landfill. Resale value incentivises longer use, fosters new models of ownership, and reduces the pressure on virgin production.

Luxury brands with heritage and scarcity benefit naturally from this system, but mid-end brands can also gain. For brands such as Ganni, Rodebjer, or Dagmar, investing in quality, transparent and fair production, and timeless design doesn’t just appeal to first-hand buyers – it builds a secondary market that reinforces the brand’s circularity credentials.

The Future: Designing for a Second Life

Resale is no longer a niche trend; it’s a structural shift in how we value fashion. As watchmakers like Rolex and Patek Philippe have shown, scarcity and certification can make second-hand worth more than new. The same logic is slowly entering the apparel sector: authentication tools, digital product passports, and brand-backed resale initiatives will soon shape how we think about “new” and “used.”

For consumers, resale value is empowerment. For brands, it’s reputation. And for the planet, it’s one of the clearest signals yet that fashion can have a second life worth investing in.