Goyard was the top handbag brand in terms of retaining its value at resale, with a 104% retention rate, according to resale accessories platform Rebag.
The brand beat out Hermès in value retention for the first time in the report’s five-year history. Hermès had a 100% value retention rate.
The findings were part of Rebag’s annual Clair report, which measures brand value and pricing trends in the luxury handbag market. The company’s Clair tech uses several factors to identify an item’s worth on the platform, including retail price, demand and other research.
Chanel and Louis Vuitton also had high value retention rates, at 92% and 88%, respectively, making them what Rebag defines as unicorns, meaning brands that have value retention of more than 85%. Both of these brands also saw their score jump compared to last year, with Chanel seeing an 11% increase year over year, and Louis Vuitton seeing a 7% increase year over year.
Though not a unicorn brand, Celine rose 16% over 2023, for a total of 64% value retention rate.
Prada and its sister brand Miu Miu both saw their value retention rates grow 13% each. Rebag attributed Prada’s growth to the re-edition 2000 Hobo bag gaining a 109% retention rate.
The report also measured sales and search on Rebag to determine some of the year’s top trends, several of which were influenced by pop culture.
Popstar Taylor Swift’s Eras Tour created a rise in small, concert-friendly designer handbags, according to Rebag, including styles with sequins and rhinestones to match looks worn by Swift herself. In particular, Prada’s triangle top handle pouch bag saw a 124% retained value rate, Chanel’s giant crystal Cc camera bag saw a 106% retained value rate, with Fendi’s baguette 1997 bag seeing a 100% retained value.
The June release of Charli XCX’s album “Brat” contributed to a rise of vibrant lime accessories. Bottega Veneta’s vibrant green padded cassette bag saw its value climb 20%, while the Balenciaga Hourglass Top Handle in the same color experienced a 17% increase year over year.
TikTok trends also impacted customer behavior on Rebag. The “very demure, very mindful” TikTok trend coincided with the rising popularity of “ladylike accessories,” including top handle bags. Top bags that supported this trend on Rebag included Hermès Kelly Mini II bag, with a 150% retained value, Chanel’s Kelly top handle shopping bag, with 131% retained value, and Loewe’s Puzzle bag with a 93% retained value.
2024 was a busy year for Rebag.
The company entered a partnership with Bloomingdales for luxury resale in August. Under the deal, more than 2,500 pre-owned designer accessories were available through Bloomingdale’s e-commerce site. Earlier in the year, Rebag launched a membership program that offered members prices up to 10% lower than nonmembers.
In addition to its online platform and locations in select Bloomingdales stores, Rebag also has a retail presence in California, Florida and New York.
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