Insights, Solutions and Success Stories

n a world where the climate emergency can no longer be ignored, World Environment Day brings one truth back to the forefront: the fashion industry must evolve. Fast.While 76% of French consumers say they want more responsible fashion, a paradox remains. The intention is there, but behaviors don’t always follow. It’s in this gap between ideals and reality that resale is gaining new ground: more than an alternative, it’s becoming a structural lever, culturally, economically, and environmentally.

In a market where fashion brands are juggling low sell-through rates, unsold inventory, and constant pressure on margins, promotions often feel like the only way out. Early markdowns, repeated private sales, endless discount codes... the promo reflex has become systemic, risking long-term dependency.But some brands are choosing a different path. A more sustainable, more profitable, and more resilient one: resale.Because when it’s well executed, circularity can become a powerful alternative to discounting, turning already-equipped customers into motivated buyers.

Long confined to thrift stores, circular fashion in Europe is undergoing a radical transformation. At the intersection of shifting consumer expectations, regulatory pressures, and competitiveness challenges, it is becoming a major strategic lever for brands.According to a study by the Fédération de la Mode Circulaire and KPMG, the European circular fashion market could reach €31.3 billion by 2030, across four key pillars: eco-design, repair, second-hand, and recycling. A revolution that could also create more than 88,000 jobs.

In 2024, fashion brands are facing a paradox: they struggle to sell their collections in-season, while being forced to plan their next productions earlier than ever.The result: inventory piles up, actual sell-through rates fall short of targets, and margin pressure is constant.But some brands have realized that price isn’t the only sales lever.They’re activating an unexpected one: their former customers.Thanks to the take-back service offered by Faume, they turn already-equipped clients into new buyers. Not by discounting, but by adding value.

It’s a question many brands are asking themselves sometimes in a whisper, sometimes out loud in a boardroom:“What if launching our own second-hand offer cannibalizes our new sales?”It sounds like a fair concern. It touches on the core of the business model, the brand’s positioning, its desirability.But it’s based on a false assumption. And if you read this article to the end, you’ll see why second-hand doesn’t cannibalize anything it actually enhances everything.

In a landscape where brands strive to combine performance, customer engagement, and sustainability, second-hand resale is no longer a peripheral project: it's becoming a strategic channel in its own right. But running an efficient circular model doesn't happen by accident. Behind every successful resale platform are well-oiled workflows increasingly automated.

In a world where financial markets are shaky, inflation chips away at savings, and uncertainty becomes the only constant, one category of assets remains resilient, gleaming, and locked tight: luxury handbags.Not the ones bought on a whim on a Saturday afternoon. The ones we hunt down, covet, pass on, and resell.

In 2024, one thing is clear: e-commerce growth is getting more and more expensive.Customer Acquisition Cost (CAC) has skyrocketed due to a combination of saturated acquisition channels, declining ad engagement, and growing competition from marketplaces and pure players.As a result, brands are being forced to rethink their growth strategy without sacrificing margins

The resale market is no longer a niche, it’s a fundamental shift in how consumers shop for fashion. By 2025, second-hand fashion is expected to grow three times faster than traditional retail, fueled by sustainability-conscious shoppers and the increasing appeal of affordable luxury.For brands, resale represents both a challenge and an opportunity. Those who take control of their own second-hand market will drive revenue, strengthen customer relationships, and stay competitive in a rapidly evolving retail landscape.

In today’s fast-paced and highly competitive market, even the most agile brands are seeking innovative ways to engage their communities and enhance their environmental impact.Faume’s resale technology provides a seamless, fast, and efficient solution to launch a resale program — without draining internal resources or wasting valuable time.

There was a time when retail relied on a simple equation: novelty + volume + desirability = growth. But that once-powerful formula is losing momentum. The obsession with the next collection, the ever-fuller storefronts, is giving way to a more complex pursuit: longevity. Not just ecological, but also economic and cultural.In this new landscape, secondhand fashion is no longer an alternative, it’s a strategic necessity. And the most influential brands, from Kering to LVMH, as well as independent houses like ba&sh understand this. The question is no longer should we do it? but how do we do it wisely?

Fashion is undergoing a profound transformation. While e-commerce continues to gain ground (+14% in 2023, source: Fevad), physical stores are seeing a decline in foot traffic. In 2024, in-store sales dropped by 7.3% (Retail Market Insights, 2024), a clear signal that brands need to rethink the in-store experience. In response to this shift, second-hand is emerging as a strategic and differentiating solution.

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?

In a context where customer acquisition costs are rising and loyalty is a key challenge, Maison 123 has chosen to integrate second-hand into its model to diversify revenue while strengthening its connection with customers.With Faume’s support, the brand has structured a program that combines commitment and profitability. In 2024, over 30,000 items were collected, with 70% coming directly from stores, confirming the central role of physical retail in the customer experience.

With new collections, everything is planned: production is anticipated, inventory is managed with precision, and distribution flows are optimized. But with second-hand, things are different. Stock arrivals are unpredictable, products come in through customer returns or take-back programs, and their conditions vary widely. This lack of regularity can quickly disrupt a logistics chain accustomed to predictability.Faume transforms this apparent chaos into a fluid and fully orchestrated system.

The runway dictates fashion, but the most desirable pieces don’t patiently wait in stores. As soon as the Autumn-Winter 2025-2026 trends hit the catwalk, fashion insiders are already sourcing them—elsewhere. Instead of rushing to retail, they dive into specialized platforms, archived wardrobes, and vintage boutiques to get their hands on these must-haves before they officially hit the shelves.

As demand for more responsible fashion grows, brands must adapt. Once considered a niche market, secondhand fashion has become a true growth driver.But how can brands integrate this offering without adding operational complexity? Between logistics, quality management, and customer experience, launching a secondhand service can seem daunting. However, solutions exist to simplify the process and turn it into a strategic asset.Why Is Integrating Secondhand Now Essential?

Second-hand is no longer just an alternative to new products. It is reshaping the luxury industry, challenging long-standing practices, and pushing major fashion houses to evolve.

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