Nike topped a new list of the brands whose wares are among the most heavily listed on resale sites, and in turn, presumably among the most frequently purchased by consumers seeking second-hand apparel and accessories. SaveOnEnergy analyzed millions of fashion listings on resale sites, such as Depop, eBay, ASOS Marketplace, Etsy, and Vestiaire Collective, “to discover which brand names were the most listed and, therefore, the most resold,” and ultimately found that Nike was “by far the most resold brand in the world, with a staggering 1.16 million listings in total” across the aforementioned resale platforms, followed by Zara, Topshop, ASOS’ own brand, and adidas, which rounded out the top five.
In the newly-released “Most Resold Fashion Brands” report, which saw SaveOnEnergy assemble a list of the world’s biggest fashion brands and then examine the resale status of 60 of the most popular, the British arm of the U.S.-headquartered energy firm found that no shortage of the most-listed items came from fast fashion brands – both of the traditional and the ultra-fast fashion varieties, thereby helping to “increase the longevity of their products,” and potentially serving to debunk the widely-understood notion that such inexpensive wares are readily discarded by consumers after just a few wares and therefore, destined for landfills after an increasingly short shelf-life.
UK-based fast fashion company PrettyLittleThing, for instance, “ranked as one of the most resold brands in the world, with 502,510 total listings across the platforms studied,” SaveOnEnergy’s study reveals, as did fellow ultra-fast fashion brands Boohoo and Missguided, both of which took spots among the 20 brands.
Not just fast fashion names, SaveOnEnergy found that Gucci “placed among the most resold brands overall, with 345,109 total listings across different platforms and ranking as the 12th most resold fashion brand.” And when the firm looked specifically at the most-listed brands on higher-end resale platform Vestiaire Collective, luxury brands were – unsurprisingly – among the most frequently-listed, with Gucci topping the list thanks to a total of 163,810 listings on the Vestiaire platform. Aside from Kering-owned Gucci, Louis Vuitton ranked as the second most resold brand on Vestiaire, with a total of 125,361 listings, followed by Prada (112,471 items listed), Chanel (100,084), Burberry (73,786), Dolce & Gabbana (69,716), Dior (64,626), Hermès (62,159), Zara (54,219), and Valentino (51,562).
Meanwhile, SaveOnEnergy also looked at the number of listings per brand on Etsy, with Nike garnering the top spot, followed by Virgil Abloh’s brand Off-White, Champion, Jordan, adidas, Gucci, Supreme, Dior, Chanel, and Ralph Lauren, which respectively make up the top ten.
The Etsy ranking diverges from the one conducted on Vestiaire’s platform, for instance, where the products generally appeared to be authentic in nature. While the Etsy-specific ranking similarly aims to shed light on the brands that have the most listings on the platform, in many cases, the products listed on the Brooklyn, New York-based company’s marketplace do not appear to be authentic goods offered up for resale. Instead, many of the listing are for new and infringing products. As such, the Etsy ranking seems to more accurately shed light on which brands are being targeted by counterfeit sellers in the greatest capacity on the platform, as opposed to the brands that are being listed and resold the most.
A search of Off-White products on Etsy that was completed by TFL, for example, revealed that the marketplace site is rife with products that make unauthorized use of Off-White’s growing arsenal of trademarks – from $30 t-shirts bearing Off-White’s word marks and copycat versions of its Jitney bags (quotation mark-flanked scribbles included) to cheap Off-White keychains complete with the brand’s signature red zip tie. The prevalence of counterfeit and/or trademark infringing products is similarly true for the other designer names on SaveOnEnergy’s Etsy-centric “frequently-listed” list, taking the form of counterfeit Gucci bedding and bags, an array of copycat Supreme t-shirts, and fake Dior bra top and shorts sets.
An exception to many of the outright counterfeits that are listed on Etsy – which made headlines recently when it acquired Depop for $1.62 billion – comes into view in connection with a search for Chanel goods. At least some of the search results reveal jewelry products that appear to have been fashioned from Chanel buttons, which as we know from the trademark infringement and dilution, and unfair competition lawsuit that Chanel filed against jewelry company Shiver + Duke, it does not view in a favorable light.
That suit is currently underway in a New York federal court with Shiver + Duke recently pushing back against the trademark lawsuit filed against it by Chanel in connection with its sale of costume jewelry made from “upcycled” Chanel buttons. In the motion to dismiss that it filed in May, Shiver + Duke and its founder Edith Anne Hunt claim that the suit is “Chanel’s attempt to negate the First Sale Doctrine by hauling a small company into expensive litigation in a foreign state despite [its] legitimate efforts to ensure that no New York consumer could be confused by its incorporation of recycled Chanel buttons into its original costume jewelry,” and thus, should be tossed out of court.
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