Agenda-setting intelligence, analysis and advice for the global fashion community.

Fashion Brands Are Missing Out on the Resale Opportunity

As secondhand sales soar, brands are finding reselling their own items is an increasingly attractive proposition even as operational hurdles remain, according to the BoF-McKinsey State of Fashion 2026.

A phone held above a denim shirt takes a picture of the garment. — Customers are spending more on secondhand fashion in the search for value as prices continue to rise in the primary market. (Shutterstock)

15 January 2026

Resale continues to outperform the broader fashion and luxury market. Looking ahead, the secondhand market is expected to grow two to three times faster than the first-hand market from 2025 to 2027. Online resale marketplaces make up the lion’s share of sales, accounting for 88 percent of resale spending in the US in 2024. US online resale is forecast to grow 16 percent annually, reaching $34 billion by 2027.

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The State of Fashion 2026: When the Rules Change

The 10th annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals how changes in trade, technology and consumer behaviour will challenge businesses in 2026. Download the full report to understand the 10 themes that will shape the industry and opportunities for growth in the year ahead.

The RealReal’s Plan to Capitalise on the Luxury Resale Boom

With more shoppers priced out by luxury's rising costs turning to secondhand goods, CEO Rati Sahi Levesque opens up in the BoF-McKinsey State of Fashion 2026 about how the resale player is welcoming them with open arms.

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