Resale's Growing Influence


Dior 2018 Campaign (with re-issued saddle bag); via Dior.

Dior 2018 Campaign (with re-issued saddle bag); via Dior.

 About two years ago we had this great vintage Dior saddle bag in the Denver store—it was beautiful, iconic, in excellent condition…

We couldn’t give it away.

 Fast forward to 2018: Dior reintroduced the saddle bag in response to demand from vintage markets, and end of year reports from Vestaire Collective confirm sales of the bag on their site increased one thousand percent over last year (including vintage).

Let’s discuss.

Bella Hadid with vintage Dior saddle bag circa 2017; via Pinterest.

Bella Hadid with vintage Dior saddle bag circa 2017; via Pinterest.

CONTEXT

According to ThredUp’s 2018 Resale Report the US Resale Market will reach $41 billion in annual sales by 2022, meaning sales will grow 15% per year until then. Which is unheard of.  The industry has responded with more sophisticated, user-friendly stores, sites and apps that appeal to buyers and sellers groomed by Social Media. All of this positions resale to have a significant impact on the larger fashion universe, or to start and impact trends.

THE ROLE  OF STYLE INFLUENCERS

While it’s still typical for models to start a trend (Bella Hadid circa 2017 for the vintage Dior saddle bag), the real work of trend setting is left to professional Style Influencers (modern day It Girls paid for product placement). Last year Dior sent an army of them the re-issued saddle bag with orders to fan the flames of a valuable trend.

IT WORKS IT WORKS!

The dye was cast, the trend set, and sales of the Dior saddle rocketed (see opening segment). Importantly, this drove business to traditional and resale retail outlets; more importantly it marks an era where resale exerts more influence on trends and fashion than ever before.

Style Influencers with Dior re-issued saddle bag; image via myfatpocket.

Style Influencers with Dior re-issued saddle bag; image via myfatpocket.

TO DO:

  1. Think about all of this, it’s super ponderable.

  2. Then shop resale : )

XOXO,

LUCIANN