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Luxury brands might not be so transparent when it comes to what is actually selling, but thanks to all the data coming out of the ever-burgeoning online resale market, shoppers today are able to learn what’s hot and what’s not. Today, digital consignment queen The Real Real released its mid-year report on the state of the luxury resale market, giving consumers a glimpse into what people have been buying during the first half of 2017.
Some of the findings are not all that surprising. Gucci, for example, is the fourth best-selling brand on The Real Real (just behind Chanel, Hermès, and Louis Vuitton), riding its wave of Alessandro Michele-induced success. Gucci now has a 10 percent better sell-through rate than Céline; used loafers from the brand manage to sell for 80 percent of the original retail price. Footwear favorite Christian Louboutin ranks as the sixth best-selling brand on The Real Real, which makes sense because the site now says high-end shoes at the $500 range are selling faster than bags at the same price.
Brands that have made headlines for struggling with customer interest, on the other hand, have dropped down the list, like Burberry, which dropped from number 11 to number 15, as well as Lanvin, which used to be the 20th best brand to resell but doesn’t even crack the top 20 now.
Instead, shoppers are splurging on Vetements, Saint Laurent, Self-Portrait, Rosie Assoulin, and Zimmerman, all of which saw triple-digit growth. The resale site’s buzziest new brands are Supreme and Off-White — their search rates surged a whopping 1,500 percent and 730 percent, respectively, over the last six months.
Backpacks are the year's winning accessory: The category sells 40 percent better than other handbag categories and it’s seen the largest growth resale value. Some shoppers are even opting for nylon over leather; The Real Real says the search rate for Prada’s Tessuto nylon backpack spiked 46 percent (so if you’re sitting on one, now is probably a good time to try and sell it).
Perhaps the most surprising part of The Real Real’s report is its reported success selling engagement rings, which rose 150 percent since last year. Any skepticism that people are buying something as pricey and sentimental as a diamond online has pretty much been swept away, and The Real Real shoppers are all in. Engagement rings get more clicks than anything else, and an incredible 33 percent of consumers are clicking purchase on their phone. You know, just some casual surfing on your commute home.
While it seems like everyone out there is courting millennials, The Real Real states that in 2017, Gen Z — that is, ages 22 and younger — is the site’s fastest growing demographic, once again proving that when it comes to shopping, cool teens these days really know how to do it. Why buy Gucci wholesale when you can buy it used for less?