消费者洞察：奢侈品时尚转售——驱动奢侈品转售行业激增的品牌、平台和趋势背后的数据

Brandson ESGA generations point of viewConsumerInsights:Luxury FashionResale The data behind the brands,platforms, and trends drivingthe surging luxury resale sector meltwater.com Methodology03 Introduction04 Leading Purchase Drivers06 Buzzworthy Platforms, Items, and Brands10 The Counterfeit Conundrum18 Final Word22 Methodology This report presents insights and analysis pulled from Meltwatersolutions. The data referenced includes mentions of relevant keywords,phrases, brand names, and hashtags across global social and digitalmedia sources, as well as blogs, product reviews, podcasts, forums,and social media sources, including X, Instagram, Facebook, Reddit,and Pinterest from February 1, 2024 to January 31, 2025.Click here to learn more about the metrics we use in this report. Imagine if this data were tailored to your brand. Uncover the insightsyour team’s been searching for witha demo of the Meltwater Suite. Introduction How pre-loved luxuryis changing fashion Ignore the secondhand luxury fashion sector at your ownrisk! From berets to heels, pre-loved fashion is changing howconsumers view luxuryandtheir buying power. Within thenext 10 years, the luxury resale market is expected to reach$95.2 billion.¹ Is your organization or brand ready for thechanges in store? Use the insights ahead to: •Identify emerging affinities•Pinpoint evolving preferences•Inspire high-impact campaigns•Highlight new opportunities•Refine existing strategies This report gives marketers a head start on understandingwhat drives consumer engagement in the secondhand luxuryfashion sector. Get an interactive lookCheck out the data behind this report in ourexclusive luxuryresale insights dashboard. 1.Market.us, 2024 Introduction Secondhand luxury post volume andengagement over time Social media engagementwith secondhand luxurycontent is skyrocketing. (February 1, 2024 to January 31, 2025) The volume of secondhand luxury conversation remained relativelysteady throughout 2024, but the year ended with a bangof engagement, showing about 200% quarter-over-quarter² growth. Just in time for holiday shopping season, this surge was drivenbyreview,street style,inspiration board, andrepackagedlivestream sellingcontent (see page 17 for more on livestreaming),as well as Pinterest pins featuring links toThe RealReal,eBay,Depop,andPoshmarklistings. 1 Leading purchase drivers “Why buy secondhand?” Luxury shoppersconfront this question every time they starttheir next hunt for a new buy. Here’s whatconsumer conversations reveal about whatdraws shoppers to pre-loved luxury goods. Sustainability istop of mind forsecondhand luxuryaudiences. Global performance of secondhand luxurypurchase drivers (February 1, 2024 to January 31, 2025) The environment (including mentions of climatechange, sustainability, reducing waste, andmore) was the biggest and buzziest subtopic indiscussions of purchase drivers. In particular,content that mentioned upcycling and thepositive environmental impact of buyingsecondhand drove the most engagement. However, investment, the second-biggestsubtopic, achieved the furthest reach, thanks tobusiness and lifestyle media coverage about thedesigner handbag resale market. Secondhand swapsoverconsumption withfeel-good consumption. Key descriptors and feelings mentionedin the environmental secondhandluxury conversation (November 1, 2024 to January 31, 2025) Mentions of sustainability and related topics within thesecondhand luxury conversation are marked by hopefulness andjoy. Along with kindred trends like buy-less/no-buy and capsulewardrobes, luxury resale lets eco-conscious consumers participatein the fight against climate change in a way that deepens theiremotional investment in their purchases. affordableauthenticavailablebeautiful bestcommittedconfidenceconsciousbeauty better choicecelebrateluxuriousluxurylove reliablesimplesolidstrongstylish Takeaway:Sustainability is all about aspiration and hope. It’s alsoa growing status symbol in the fashion world. From using upcycledmaterials to offering transparency around manufacturing and supplychains, brands and sellers that offer luxury consumers guilt-free,morale-boosting experiences gain a competitive edge. timeless appealuniquesustainable fashion sustainableno signs of damage Love of qualityand timeless stylego hand in handwith luxury fashioninvestments. Key descriptors and feelings mentioned in theinvestment luxury resale conversation (November 1, 2024 to January 31, 2025) For luxury consumers driven by investment potential,craftsmanship and timeless style are the attributesthat spark joy. It’s not all about cold, hard ROI —the prominence of words likelove, high-quality,andstylishhighlights this audience’s value of (andemotional investment in) brands, products, and stylesstrong enough to stand the test of time. timeless designeasytimeless eleganceconfidencehigh-qualityrenownedstylishloveluxuryperfect elegantenjoybeautyluxury goodsluxury fashi