Press commentary on the relationship between luxury brands and the secondary market and the benefits resellers can provide heritage companies. Read the full article

On the secondary market’s ability to enrich the story of a luxury brand:

Consider the case of billion-dollar streetwear brand Supreme: its distribution strategy of limited-edition drops has helped to create frenzy for its products. And nowhere is this emotional value more clearly captured and displayed than in the secondary market, where T-shirts with original retail price tags of $36 can go for well over $1,000, becoming storytelling devices that help to enrich the mythology around the brand. Nike takes a similar approach with its limited-edition product drops. And yet, of the few luxury brands whose products do actually appreciate, none have learnt to leverage the storytelling power of the secondary market quite like savvy streetwear players. “If luxury is predicated on quality and heritage, the secondary market seems useful in proving that point,” said Richie Siegel, founder of advisory firm Loose Threads. “I can’t think of a single brand that has taken advantage of that.”