Nothing’s more fashionable than having the latest designer bag, newest trending jeans, or a chic office look from the current seasonal collection. But after decades and centuries of marketing the latest style to consumers, some of the industry’s biggest names are betting there’s just as much money and opportunity in selling what’s already been worn.
A growing number of brands—including Zara, H&M, Lululemon, Levi’s, and REI—are launching their own resale platforms, selling secondhand versions of their products alongside new ones. The reason is competitive as much as it is environmental: For years, the resale of their clothing has happened on eBay, Poshmark, Depop, and the RealReal, generating billions in sales that the brands themselves never touched. Now, they want a cut.
