Image Sources: Reskinned, M&S & eBay
Resale is setting the pace. The RealReal’s 2025 Resale Report shows that one-third of US apparel purchases are now second-hand, with 58% of shoppers preferring resale. The question isn’t whether resale is here to stay - it’s who’s leading the race this September?
Winner #1: Luxury as Investment
The M&S x eBay x Reskinned partnership makes circular fashion simple. Shoppers post their preloved M&S items to Reskinned, which repairs wear and tear, applies its water-free ozone cleaning technology, and lists them on the official M&S x eBay store. Pieces that can’t be resold are responsibly recycled. On top of that, 15% of M&S’s revenue from each sale goes to Oxfam - turning every transaction into both a sustainable and social win.
Winner #3: The Cultural Movement
Then there’s the cultural layer. Oxfam’s Secondhand September is no longer just a campaign- it’s a cultural reset. Gen Z, the demographic most likely to factor resale value into buying decisions, sees pre-loved as both ethical and aspirational. The cultural win? Resale is not just commerce, it’s culture.
If you’re a mid-sized brand or startup, here’s how to join in:
2. Pilot a closed loop – Start small with trade-ins or buy-back schemes on your bestsellers.
3. Partner to scale – Collaborate with platforms like Reskinned, Vestiaire Collective, or ThredUp.
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