The Gucci paradox: While new sales collapse, second-hand sales explode
Gucci, show FW25. Credits: ©Launchmetrics/spotlight While Gucci's sales plummeted in 2024 (-23%), the brand's items were highly successful in the resale market, particularly on Vestiaire Collective. This is according to the resale platform, which on Monday unveiled its 'Vestiaire Value Ranking,' listing the brands offering the best resale value. By analyzing the price accessibility, desirability, and long-term value of over 400 brands, Vestiaire Collective found that Gucci was not only among the brands with the best resale value but also the luxury brand with the highest sales volume in the first quarter of 2025, with 36,000 items sold on the platform. Gucci Performs Well in the Resale Market This contrast highlights several things. Firstly, the disconnect between the new and second-hand markets: while new sales of the brand may be declining, its second-hand products are performing well. Secondly, the desirability of the Gucci brand remains high, despite the decrease in consumer interest in its new items. How can this paradox be explained? Founded by Guccio Gucci in 1921, the Florentine house enjoys a strong history (notably recounted in the film House of Gucci released in 2021) and a significant heritage image among consumers. Like Hermès, the brand's origins are linked to international and iconic celebrities who are part of its history (such as Grace Kelly and Jackie Kennedy). The items put on sale under the direction of designer Sabato de Sarno – whose departure was announced last February – may not have met the expected success in the primary market, but older products from the brand (Jordaan loafers or it-bags from the Tom Ford era) remain reliable assets in the resale market, whose customer base has grown considerably in recent years. The upcoming arrival of Demna Gvasalia (former creative director of Balenciaga) as the head of Gucci's artistic direction should not change much about this success, on the contrary. The brand's revival and the dynamic brought by this subversive figure in fashion should put the house back in the spotlight and make it one of the most sought-after names on resale platforms. Vestiaire Collective has no doubt about the brand's continued success in the second-hand market, stating in its Resale Buying Guide 2025: 'It is certain that Chanel, Gucci, Dior, and Prada will be a sound investment for many years to come...' It should be noted that Vestiaire Collective is not the only online second-hand retailer to note Gucci's success. Last February, Vinted, another major player in resale, unveiled its top three most popular brands on its online platform. Gucci was among them, alongside Louis Vuitton and Dior. Vestiaire Value Ranking (2025). Credits: Vestiaire Collective What About the 'Best Resale Value' In Vestiaire Collective's 'Vestiaire Value Ranking,' Gucci ranks fourth among luxury brands with the best resale value, behind Chanel, Louis Vuitton, and Hermès. This means that the brand currently has one of the best values for buying or selling, particularly because buyer engagement is positive. More specifically, this value is calculated from the price evolution over the past five years, sales volume (GMV), the number of likes obtained on the platform, the number of negotiations between sellers and buyers, and the number of searches. This article was translated to English using an AI tool. FashionUnited uses AI language tools to speed up translating (news) articles and proofread the translations to improve the end result. This saves our human journalists time they can spend doing research and writing original articles. Articles translated with the help of AI are checked and edited by a human desk editor prior to going online. If you have questions or comments about this process email us at info@fashionunited.com
While Gucci's sales plummeted in 2024 (-23%), the brand's items were highly successful in the resale market, particularly on Vestiaire Collective. This is according to the resale platform, which on Monday unveiled its 'Vestiaire Value Ranking,' listing the brands offering the best resale value.
By analyzing the price accessibility, desirability, and long-term value of over 400 brands, Vestiaire Collective found that Gucci was not only among the brands with the best resale value but also the luxury brand with the highest sales volume in the first quarter of 2025, with 36,000 items sold on the platform.
Gucci Performs Well in the Resale Market
This contrast highlights several things. Firstly, the disconnect between the new and second-hand markets: while new sales of the brand may be declining, its second-hand products are performing well. Secondly, the desirability of the Gucci brand remains high, despite the decrease in consumer interest in its new items. How can this paradox be explained?
Founded by Guccio Gucci in 1921, the Florentine house enjoys a strong history (notably recounted in the film House of Gucci released in 2021) and a significant heritage image among consumers. Like Hermès, the brand's origins are linked to international and iconic celebrities who are part of its history (such as Grace Kelly and Jackie Kennedy). The items put on sale under the direction of designer Sabato de Sarno – whose departure was announced last February – may not have met the expected success in the primary market, but older products from the brand (Jordaan loafers or it-bags from the Tom Ford era) remain reliable assets in the resale market, whose customer base has grown considerably in recent years.
The upcoming arrival of Demna Gvasalia (former creative director of Balenciaga) as the head of Gucci's artistic direction should not change much about this success, on the contrary. The brand's revival and the dynamic brought by this subversive figure in fashion should put the house back in the spotlight and make it one of the most sought-after names on resale platforms. Vestiaire Collective has no doubt about the brand's continued success in the second-hand market, stating in its Resale Buying Guide 2025: 'It is certain that Chanel, Gucci, Dior, and Prada will be a sound investment for many years to come...'
It should be noted that Vestiaire Collective is not the only online second-hand retailer to note Gucci's success. Last February, Vinted, another major player in resale, unveiled its top three most popular brands on its online platform. Gucci was among them, alongside Louis Vuitton and Dior.
What About the 'Best Resale Value'
In Vestiaire Collective's 'Vestiaire Value Ranking,' Gucci ranks fourth among luxury brands with the best resale value, behind Chanel, Louis Vuitton, and Hermès. This means that the brand currently has one of the best values for buying or selling, particularly because buyer engagement is positive.
More specifically, this value is calculated from the price evolution over the past five years, sales volume (GMV), the number of likes obtained on the platform, the number of negotiations between sellers and buyers, and the number of searches.
FashionUnited uses AI language tools to speed up translating (news) articles and proofread the translations to improve the end result. This saves our human journalists time they can spend doing research and writing original articles. Articles translated with the help of AI are checked and edited by a human desk editor prior to going online. If you have questions or comments about this process email us at info@fashionunited.com
This article was translated to English using an AI tool.
