“When someone new takes the helm, they’re not necessarily reinventing the wheel but very often revisiting the codes, silhouettes and references that made the house interesting in the first place,” says stylist Brie Welch, who worked on the report as Ebay’s resident stylist. “Seeing a brand reinterpreted through a new creative lens naturally sparks curiosity about its past collections.”
It’s a sign of where consumers are at. Shoppers are following brands and their runway shows closely — evidenced by their inclination towards ultra-specific fashion search terms and the impact of a debut show on searches, listings, and sales. That consumers are turning to secondhand marketplaces like Ebay is indicative of shoppers’ desires to tap into current trends while finding better value. It’s reflective of trends in the primary marketplace: spending isn’t expected to dip, but consumers are placing greater emphasis on perceived value. If shoppers determine that this is better in the secondary marketplace than the primary, brands ought to pay attention.
Market demand
Galliano’s Dior isn’t the only category seeing a price hike. Cultural heat has driven luxury secondhand prices up across the board, per Ebay’s findings. However, the fact that luxury prices continue to tick up has likely also played a role in the spike. Still, Kirsty Keoghan, Ebay’s general manager of EU fashion and luxury, credits many of the price increases (measured for this report from January to September 2026) to celebrity sightings.
The Row’s Margaux Bag, for instance, continues to climb in price, up 137% year-on-year. Celebs including Zoë Kravitz and Kendall Jenner sported the bag during this timeframe. Demand for Gucci’s Giglio tote, carried by Dakota Johnson and Suki Waterhouse, was up 103%.
“There is an intentionality about owning something with cultural relevance, longevity, and a sense of value,” Keoghan says, noting that shopping for secondhand designer fashion has become more culturally responsive.
