Luxury has always flourished on a curious paradox: the less attainable a product appears, the more desired it becomes. For decades, brands have turned scarcity into value, converting handbags, watches, and logos into portable proofs of status. Yet resale markets have begun to unsettle this managed illusion. Some houses have embraced the trend through partnerships with resale platforms, while others have tried to reclaim control over how their products circulate. Either way, resale poses a structural challenge to an industry built on controlled access. Although second-hand markets promise sustainability and wider access, they weaken luxury’s social signalling, divert value from … Continue reading The Luxury Resale Boom is Good for Brands, Whether They Like It or Not