Jérôme Dreyfuss: second-hand as a driver of customer acquisition and loyalty

The Challenge

A changing market and evolving customer expectations

In a landscape where consumers are increasingly conscious of sustainability and the circular economy, the luxury leather goods industry faces a dual challenge:

• Attracting a younger audience that is more mindful of its environmental impact.
• Adapting to new shopping behaviors, where second-hand serves as an entry point to the brand.

Jérôme Dreyfuss’ specific challenges

For a brand like Jérôme Dreyfuss, known for the quality of its leather and artisanal craftsmanship, integrating a second-hand program was both a strategic opportunity and a challenge:

Lowering the price barrier to expand the customer base

The price of Jérôme Dreyfuss bags, justified by high-end craftsmanship, can be a barrier for some buyers. Second-hand provides a more accessible alternative, allowing new customers to discover the brand.

Re-engaging inactive customers

A significant portion of the brand’s customer base had not made a purchase in over two years. Second-hand presented an effective way to reconnect these customers with Jérôme Dreyfuss' universe and give them a reason to return.

Maximizing retention and conversion to new products

A structured trade-in program not only meets the expectations of existing customers but also encourages them to purchase new items by offering store credit. The goal was to create a virtuous cycle between second-hand and first-hand sales.

Structuring a second-hand program aligned with the brand image

In a market where resale often takes place on third-party platforms (Vinted, Vestiaire Collective, etc.), the brand wanted to regain control over its own second-hand market. This ensured a seamless resale experience, product authenticity verification, and consistency with its values.

A clear objective: transforming second-hand into a sustainable growth driver

Faced with these challenges, Jérôme Dreyfuss needed a comprehensive solution to integrate second-hand into its ecosystem while creating value across the entire customer journey.

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The solution

Faume supported Jérôme Dreyfuss in deploying a structured program built around two complementary channels...

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