The Emperor's Old Clothes: How Fashion's Biggest Brands Are Playing Catch Up on Resale The world of fashion has long been a place where trends come and go, but one thing is increasingly clear: the industry's biggest players are finally acknowledging what consumers have known for years – resale is not just a niche market, it's a growth opportunity.
For decades, brands like Zara, H&M, Lululemon, Levi's, and REI watched as eBay, Depop, Poshmark, and the RealReal raked in billions of dollars from the sale of their own products – products that had already been worn by someone else.
These brands are now launching their own resale platforms, where customers can buy and sell secondhand versions of their products alongside new ones.