Jérôme Dreyfuss: when second-hand becomes a driver for acquisition and loyalty

Some bags are timeless. They transcend seasons, develop a beautiful patina, and become lifelong companions. At Jérôme Dreyfuss, this timelessness is no coincidence it is the very essence of the brand. But what happens to a beloved and well-worn bag when it sits idle in a wardrobe, waiting for a new chapter to begin?

With Jérôme Dreyfuss Vintage, the brand goes beyond simply incorporating second-hand; it transforms it into a true brand experience. In collaboration with Faume, it has developed a seamless, premium, and fully integrated solution that allows customers to easily resell their bags and acquire authentic pieces, already rich with history.

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An omnichannel approach to circular fashion, without compromising the experience

Jérôme Dreyfuss has always envisioned its bags as living objects designed to last and to be passed on. But structuring a second-hand offering requires more than just a resale platform; it means creating a frictionless experience that aligns with the brand’s commitment to excellence and refinement.

This is where Faume comes in, providing a turnkey solution that combines elegance and efficiency:

• A white-label digital platform, designed to integrate seamlessly into the brand’s universe, offering a premium shopping experience.
• An in-store buyback service, available at five Parisian locations, where customers can drop off their bags and immediately receive a store credit.
• A smooth and effortless process, where each item is inspected, authenticated, and resold with quality standards comparable to new products.

This hybrid approach, blending digital and physical retail, maximizes the program’s impact while ensuring a customer experience that meets the expectations of a discerning clientele.

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Second-hand: a strategic growth lever

Once seen merely as a CSR initiative, circular fashion is now proving to be a powerful business driver. Thanks to Faume, Jérôme Dreyfuss has structured an offering that does not cannibalize new sales but instead enhances brand appeal and generates new revenue streams.

The results speak for themselves:
🔹 56% of second-hand customers were previously unknown to the brand, proving that resale is a powerful acquisition channel.
🔹 10% of reactivated customers were former inactive clients, demonstrating second-hand as a powerful tool to reconnect with past buyers.
🔹 5% of second-hand buyers later purchased a new item, illustrating the perfect synergy between current collections and the resale market.

Beyond its impact on customer engagement, the program is built on a solid economic model. By offering store credits in exchange for buybacks, each resale fuels a new purchase, increasing buying frequency and strengthening customer loyalty.

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A new chapter for responsible luxury

Far from being a challenge, second-hand is becoming a strategic asset for brands that know how to integrate it intelligently. With Faume, Jérôme Dreyfuss has built a circular ecosystem that elevates its heritage, strengthens its community, and reinforces its position as a sustainable luxury house.

In a world where exclusivity is no longer about overconsumption but about transmission and timelessness, Jérôme Dreyfuss Vintage stands as an elegant and visionary solution. An inspiring model for the industry, proving that responsible fashion can be both desirable and successful.

Would you like to structure your second-hand offering while preserving your brand’s DNA?
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📩 Contact us: Faume – Request a demo

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