ReasonQ Fashion Decisions

If customers are already buying your products second-hand, should you compete with the resale market, control it, or leave it alone?

Imagine you lead strategy for a global luxury fashion house.

Your team wants to launch an official resale programme. Customers could return selected products, have them authenticated by the brand, and receive cash or credit towards another purchase.

Supporters see an opportunity to attract younger customers, strengthen loyalty and gain more control over authentication and the secondary market.

Critics see a different risk. Why help customers buy a used handbag when you could sell them a new one?

What would you do?

A. Launch it

Make resale part of the business model.

B. Test it

Run a limited pilot with selected products, customers or markets.

C. Stay out

Protect the new-product business and leave resale to independent platforms.

Make your call before continuing.

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Now test your judgement

The difficult question is not simply whether resale is growing.

It is whether participating in resale strengthens or weakens the brand over time.

ReasonQ uses five PHISE lenses to examine that decision from different directions.

Practical Engine

Can the economics actually work?

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