Walmart Enters Luxury Resale: Daniel Langer on Challenges for Designer Brands

Walmart has partnered with Rebag to sell pre-owned luxury goods, marking a major shift in the retail landscape. This follows the removal of viral Hermès Birkin dupes and reflects the growing demand for secondhand designer items.

Pepperdine Graziadio faculty member, Dr. Daniel Langer, sees both opportunities and risks. “The more luxury brands increase prices, the more they fuel the pre-owned market both in supply and demand,” he noted, adding that Gen Z’s comfort with digital shopping is driving this shift.

However, he warns that luxury brands must balance accessibility with exclusivity. “Luxury brands must be cautious not to compromise on the delivery added luxury value that is essential for maintaining desirability in an increasingly competitive market,” he said.

As resale luxury gains traction, brands must decide whether to embrace the trend or risk losing ground to mass retailers.

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