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Why Brand-Owned Resale Is Booming
47% of consumers are more likely to make a first-time purchase with a brand that offers trade-in credit for used apparel.
Kieran Ryan
March 26, 2025
TODAY’S STORY
Brand-owned resale is on the rise.
Why? Consumer demand is surging, and brands recognize the financial benefits of investing in the space.
According to ThredUp’s latest Resale Report, 47% of consumers are more likely to make a first-time purchase with a brand that offers trade-in credit for used apparel—a 25-point jump from 2023.
Lululemon's "Like New" program exemplifies this trend. Launched nationwide in 2022, it allows customers to trade in gently used apparel for store credit, with 100% of profits supporting sustainability initiatives. To expand its reach, Lululemon is ramping up investments in the channel, including a recent SXSW pop-up in Austin with resale partner Archive. The two-day event featured fitness classes, wellness experiences, and influencer-curated Like New collections available for purchase—some classes even had 300-person waitlists, highlighting strong consumer interest.
Lululemon is promoting its resale program with pilates classes and partnerships
With other brands like Patagonia and Outerknown embracing resale, too, it’s clear that circular fashion isn’t just a sustainability play—it’s smart business. The brands leading the charge are making bigger profits.
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Thanks for reading,
Kieran & Justin Ryan
