Resale Goes Luxe: How Tariffs Are Accelerating the Secondary Market for European Luxury Goods

The luxury resale market has long been growing quietly in the background of fashion and retail. But a new accelerant has arrived: tariffs. Recent U.S. trade measures on European luxury imports are not only reshaping pricing at boutiques, they’re pushing aspirational and some affluent shoppers alike toward the secondary market. What was once a niche corner of fashion is quickly becoming central to the way consumers engage with luxury.

Tariffs are reshaping consumer behavior in luxury, accelerating resale as both a hedge against rising prices and a growth engine for the sector while pushing retailers, platforms, and brands to rethink how they engage with this rapidly expanding ecosystem.

From Boutiques to the Secondary Market: Why Resale is Booming

U.S. tariffs have hit European luxury imports hardest in categories like handbags, leather goods, and watches. Swiss timepieces, already considered prized assets, now face duties of up to 39 percent. Likewise, Section 301 tariffs on premium apparel, footwear, and accessories manufactured in Asia but sold under European luxury labels have added up to 25 percent to landed costs.

When brands pass rising costs on to shoppers, the impact is tangible. Iconic handbags, ready-to-wear apparel, and footwear that once felt just within reach are now slipping out of budget. The result? A growing shift to resale, where pricing is more stable and, in many cases, more attractive.

The stigma around pre-owned luxury has also faded. Today, younger generations view buying resale as both smart and status-driven. Platforms like The RealReal and Vestiaire Collective are reporting strong demand from Gen Z and millennials, who see resale as a way to access aspirational brands while aligning with their values around sustainability.

Resale Prices Hold — and Even Climb

Luxury resale isn't merely a “discount channel.” In fact, for many items, resale is proving inflation-proof. Hermès Birkin and Kelly bags routinely resell above retail depending on condition and rarity. Rolex Submariner and Daytona models continue to appreciate. Limited-edition sneakers from Louis Vuitton or Dior often exceed their original retail price within weeks of release.

To support this shift, resale platforms are modernizing their operations. Artificial intelligence-driven authentication tools, blockchain-based provenance tracking, and dynamic pricing algorithms are now standard investments. These measures not only combat counterfeits but also improve trust, an essential currency in luxury.

Strategic Brand Response: Owning the Resale Channel

Luxury brands are taking note, moving from quiet observation to active participation. Their approaches vary but share a common thread: protecting brand equity while meeting consumer demand.

• Rolex has introduced a certified pre-owned program through authorized dealers, signaling a major step toward brand-controlled resale.
• Gucci partnered with The RealReal and created Gucci Vault, a digital space for curated vintage and upcycled designs.
• LVMH has taken a maison-specific approach, allowing Dior, Louis Vuitton and others to launch their own circular initiatives while supporting suppliers through its broader Life 360 program.

The balance between accessibility and exclusivity is delicate. Many brands are experimenting with curated drops, loyalty perks, and tightly controlled resale inventories to maintain desirability while expanding their reach to younger buyers.

At the same time, brands must navigate compliance complexities around VAT, import duties, and cross-border resale. Proper documentation, rigorous authentication, and evolving digital marketplace regulations are now part of the strategic calculus.

Looking Ahead: What’s Next for Luxury Resale?

The luxury resale market is positioned for significant growth over the next five years. Younger consumers, sustainability pressures, and persistent economic volatility will continue to drive demand. Brands that once hesitated to enter the resale space are increasingly viewing it as both a revenue opportunity and a brand-building tool.

Expect to see more direct-to-consumer resale platforms, deeper investments in authentication technology, and broader integration of resale into omnichannel strategies. For retailers, the key is to view resale not as competition but as a complementary business model that can drive loyalty, reduce waste, and expand reach.

For investors, the opportunity lies in scalable platforms with strong compliance and logistics infrastructure. Trust, transparency, and brand partnerships will be the differentiators.

Tariffs may have triggered the most recent surge in luxury resale, but the underlying trends, sustainability, generational shifts, and digital adoption ensure that resale is here to stay. What was once an alternative option is fast becoming a core channel in the luxury market.

Luxury brands, retailers and platforms that embrace this reality will be better positioned not just to weather trade and economic uncertainty, but to lead in the next era of global luxury.

Julie Petit is a partner, retail sector at Forvis Mazars, a leading global professional services network.