The Realreal Released 2019 Second-Hand Luxury Report

The US luxury goods consignment website The RealReal released the 2019 second-hand luxury consignment report.

Gucci has become the most popular luxury brand of the Millennials.

According to the report, in the The RealReal platform, the top three luxury brands with the highest number of searches in 2019 were: Gucci (Gucci), Louis Vuitton (LV) and Chanel (Chanel). The fourth to tenth luxury brands are Prada (Prada), Herm s (Hermes), Fendi (Fendi), Christian Dior (Dior), Valentino (Valentino), Christian Louboutin (Christian Louboutn) and Balenciaga (Paris world house).

Among them, Balenciaga successfully squeezed out Celine (Sai Lin) for the first time in the top ten of search rankings.

Gucci demand increased by 78% over the same period, of which 18-34 years old consumer demand growth rate is 2.3 times that of other consumer groups.

The RealReal chief operating officer Rati Levesque said: "Gucci has become the most popular brand of the millennials, and its brand values have been echoed by millennial generation, such as advocating anti fur and gender equality."

Among many luxury brands, the demand for Balenciaga grew fastest, up 102% over the same period last year. Followed by Dior (Dior) and Fendi (Fendi), demand increased by 99% and 89% in the same period.

In terms of specific keywords, the top three fastest growing searches were: Mini package (year-on-year growth of 544%), issuance of cards (year-on-year growth of 378%) and tie dyed clothing (an increase of 364% over the same period).

　　 Yeezy has become the most popular street apparel brand.

Although the market is not optimistic about the prospect of street apparel, its demand growth is still high, increasing by 281% over the previous year, of which 38% are 18 to 34 years old.

Among many street apparel brands, Yeezy ranks first in search rankings, followed by Off-White, Nike (Nike), Supreme and Adidas (Adidas). The fastest growth in search was Palm Angels, an increase of 1720% over the previous year, followed by Off-White x Nike and Bape, up 1660% and 958% respectively.

For the specific Street clothing category, the fastest growth of demand was bamboo hat, sports shoes and overalls, which increased by 365%, 213% and 111% respectively.

As far as sports shoes brand is concerned, Yeezy is the fastest growing demand brand, with an increase of 662% compared with the same period last year, followed by Prada, Balenciaga, Nike and Golden Goose.

Household products are also logo supremacy.

In addition, according to the report, consumers also have a special liking for luxury brand logo. The average selling price of famous brand second-hand household products with logo is 1.3 times that of logo, and the second-hand household products with logo are running at 5.5 times the price without logo. In the household sector, the most popular brands and products are:

Herm s (Hermes):Avalon Blanke blanket

Goyard:Goyardine dog collar

Chanel:CC pillow

Gucci:GG pattern blanket

LV: Mini letter combination jewelry suitcase.

Smart watch no longer

Second hand watch growth is still strong, up 132% over the same period last year. However, second-hand smart watches are not performing well, and the demand for Apple watches has dropped by 94% over the same period last year, which means that the attractiveness of smart watches to second-hand customers has been greatly reduced.

In addition to brand and product trends, The RealReal's report also shows that hedging has become the most important selling point of second hand luxury sales. According to the report, on the platform of The RealReal, 82% of buyers and 57% of sellers believe that a major reason why they choose to use The RealReal is high security.

Recently, The RealReal released its first earnings report: the net sales in the second quarter of 2019 increased 51% to 71 million US dollars, and the The RealReal share price rebounded strongly. As of the time of the opening of the US market in August 14th, the pre trading price rose 10.35% to 18.76 dollars compared with the previous day's closing price.