HBR IdeaCast Why More Companies Are Getting in on the Resale Game
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Dec 19, 2023 
In this engaging discussion, Wharton marketing professor Tom Robertson, author of "The Resale Revolution," dives into the rising trend of companies embracing resale. He highlights how major brands, inspired by Gen Z's sustainability ethos, are transforming their approach to secondhand markets. Robertson details innovative strategies from names like Apple and Patagonia, emphasizing the need for brands to maintain customer relationships and adapt logistics. He also explores the balance between sustainability and profitability in this burgeoning landscape.
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Resale Revolution Drivers
- Three factors drive the resale revolution: technology, sustainability, and Gen Z's values.
- These factors combine to create a market where brands can own customer relationships and sales.
Gen Z Consumption Habits
- Gen Z displays reverse conspicuous consumption by buying used goods and showcasing them on social media.
- However, they also buy fast fashion, highlighting a contradiction in their values.
Control Resale
- Companies should consider resale or someone else will capitalize on it.
- Brands like Rolex benefit from controlling resale to capture revenue and ensure authenticity.