What: Resale has become mainstream in the fashion industry, with technology and changing consumer values reshaping retail strategies and business models.

Why it is important: The rise of resale confirms that technology and circular economy strategies are now essential for growth and resilience in the fashion sector.

The fashion industry is witnessing a profound transformation as resale moves from the periphery to the mainstream, fundamentally altering how brands and retailers approach growth and value creation. Technology, loyalty programs, and digital authentication have made secondhand shopping more accessible and trustworthy, turning resale into a profitable and scalable channel. Consumer demand for sustainability, affordability, and discovery is fuelling this shift, with platforms like Vinted and Depop capturing the attention of Gen Z and value-driven shoppers. The sector’s expansion is further supported by overconsumption and sales events, which provide a steady supply of quality secondhand goods and reinforce the circular economy. Major acquisitions and the success of curated secondhand retail concepts, such as Sweden’s ReTuna mall, highlight the strategic importance of embracing circularity and digital innovation. As resale becomes a core component of the fashion ecosystem, brands must adapt their business models to remain relevant, leveraging technology and sustainability to meet evolving consumer expectations and secure long-term growth.

IADS Notes: By December 2025, Forbes identified resale as a primary growth engine for retail, with technology and digital authentication driving profitability. January and February 2026 reports from Journal du Net, Reuters, and Retail Week emphasised the role of overconsumption, digital platforms, and Gen Z in mainstreaming circular fashion, while Inside Retail’s January 2026 coverage of ReTuna mall illustrated how curated secondhand retail can reshape consumer perceptions and drive economic change.

Resale becomes the fashion industry’s new value flywheel