Luxury Brands Embrace Second-Hand Market as Consumers Seek Value

In an era of heightened consumer awareness about spending, the luxury market is undergoing a subtle yet profound transformation. Faced with persistent inflation and rising living costs, shoppers are not abandoning premium products but are seeking smarter acquisition methods. The second-hand luxury market, once a compromise, is now a viable alternative for accessing desired brands at more accessible prices.

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The pre-owned market is no longer perceived by brands as a threat to exclusivity, but as an opportunity to attract new categories of customers and consolidate the relationship with existing ones.

This pre-owned market, featuring certified and authenticated luxury items, is becoming integrated into the strategies of major fashion houses. The 2026 EY Luxury Client Index study indicates that brands no longer perceive pre-owned goods as a threat to exclusivity but as a chance to engage new customer segments and deepen ties with current ones. The study, surveying 1,631 consumers across 11 international markets, reveals a growing interest in certified second-hand luxury items. Notably, 62% of aspirational customers would consider buying pre-owned directly from brands, an eight-point increase from the previous year.

Concerns about pre-owned items diminishing a brand's exclusive image are fading. Only 24% of respondents believe such offerings reduce brand prestige, and a mere 6% stated it would make them less inclined to purchase. Conversely, nearly half of participants find the opposite effect: 46% report that certified second-hand options encourage their purchases, a figure rising to 53% among Generation Z. This suggests the pre-owned market complements new products, serving as an entry point for consumers to engage with a brand and foster long-term relationships.

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Exclusivity is no longer defended by rarity, but by legitimacy.

Exclusivity, traditionally built on limited access and high prices, is being redefined. Adriana Tabac, Associate Director at EY Romania, highlights that exclusivity is now rooted in legitimacy rather than rarity. When a luxury house certifies a pre-owned item, it validates its enduring value, positioning the second-hand market as a natural extension of the brand's world, offering authenticity and quality assurance.

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46% declare that the existence of certified second-hand products encourages them to buy, and in the case of Generation Z, the percentage reaches 53%.