Many fashion and luxury brands, from Balenciaga to Gucci, Cartier and Rolex, have started to embrace the secondhand market. Some do it themselves and offer pre-loved products directly to their customers online and in their boutiques. Others partner with vintage stores or online specialists such as Vestiaire Collective or Watchfinder. Some do both.
They know that they don’t have a choice. Customers, particularly the younger generation, demand it. How can a luxury brand claim to be sustainable and concerned for the planet if it does not offer repair services or take back its old products to allow the purchase of new ones?
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