As Luxury Lost Its Mystery, Consumers Flocked to Vintage
As Luxury Lost Its Mystery, Consumers Flocked to Vintage
Therese Bassler, Danni Dance, Jessica Steuart-Hoyler, Charon Cooijmans and Clare Lewis
By HURS Team
It’s nearly impossible to walk around Central London without seeing a luxury product. Though most price points have risen by 25 per cent compared to 2019, it has never been easier to purchase a Prada bag, Gucci loafer or Dior sunglasses. Digitization has led to increased consumer knowledge: they know what they want, where to get it and what’s within budget. Additionally, we no longer have to enter a luxury store if we don’t want to. These developments have been positive commercially, but the question is, how exclusive is a luxury product if you can get it anywhere? Consumers who are looking for rarity or simply want to be more conscious shoppers are drawn to pre owned and vintage pieces – more than mere products, they carry a story. Overall, 70-85 per cent of consumers are still strictly buying the new, but the $33 billion global secondhand luxury goods market is predicted to grow fast. 10 to 15 percent annually over the next decade, to be precise. The resale market has been able to flourish due to the pandemic, the highly specialized trading forums (think Vestiaire Collective, 1st Dibs and ReSee) and changing consumer behavior. Younger generations are simply more interested in buying pre owned products compared to Generation X and older.
Few luxury brands have involved themselves in the resale process, leaving players who solely focus on vintage and pre owned luxury to shape the industry. Gucci, Jean Paul Gaultier and Valentino have taken a leap, other brands are missing the boat. Entering the pre owned and vintage segment would allow them to extend the lifetime of their products, foster community through providing a platform for consumers to connect and show their dedication to sustainability.
We wanted to know more and asked five industry insiders for their take on the industry at large, changing consumer behavior and most importantly what’s next.