Decoding the fashion resale market: Objective analysis of how platforms actually work and actionable insights to help retail leaders.
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Lately, much of my writing has focused on the strategies, as well as the risks and opportunities, for individuals and businesses within different fashion resale platforms and brand-owned resale programs.
On Tuesday, June 9, 2026, a cluster of resale announcements landed, each introducing new or distinctive features for the companies involved.
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In fashion, collaborations between brands, retailers, and even unexpected partners can range from quietly logical extensions of a brand’s DNA to experiments that push well beyond familiar territory.
Let’s face it: nobody (except maybe me) gets excited about reading policies and the fine print on websites.
Fashion brands entering resale are not simply following a trend; they are making deliberate strategic choices.
On April 22, 2026, I received an email from one of my favorite brands with the subject line, “How to Resell Your Theory Styles.” A few hours earlier, I had been manually photographing, describing, and listing a Theory jacket and pants in my Poshmark
For the most part, brands and retailers that have launched resale programs have done so as a way to embrace sustainability, both for their own initiatives and by offering another option to shoppers.
ReCon NYC: A New Chapter for Resale
