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.
