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Spotlight | Europe, Tunisia
A Max Mara coat for €150: Tunis underground designer goods market brings European resellers flocking

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“Brands brave the Wild West of the second-hand market”
France, United Kingdom, United States

Brands brave the Wild West of the second-hand market

The second-hand market is exploding, leaving the luxury sector with a new battle on its hands. Between platforms that lack transparency, counterfeits that are impossible to detect and brands that are scrambling to regain control, the absence of regulation is benefiting the most agile.But with the luxury sector in the grips of a crisis, brands are less and less willing to see second-hand platforms reap the profits from reselling their products. Beyond its eco-credentials, preloved fashion also shifts the parameters of prestige: luxury houses have long made scarcity a strategy, but today the rarest pieces are not necessarily found in their boutiques. [...]
Discount designer goods are winding their way from Tunis to second-hand luxury sites in Europe.
Discount designer goods are winding their way from Tunis to second-hand luxury sites in Europe. © Studio Pachamama
The Tunisian factories that make clothes and accessories for Celine, Max Mara, Longchamp and others sell a percentage of their wares locally at rock-bottom prices. But some unscrupulous retailers are smuggling the goods into Europe and selling them second-hand with a high markup. [...]
Reading time 5 minutes Noëmie Leclercq

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Entourage
Read this article in our running story
“Brands brave the Wild West of the second-hand market”
France, United Kingdom, United States

Brands brave the Wild West of the second-hand market

The second-hand market is exploding, leaving the luxury sector with a new battle on its hands. Between platforms that lack transparency, counterfeits that are impossible to detect and brands that are scrambling to regain control, the absence of regulation is benefiting the most agile.But with the luxury sector in the grips of a crisis, brands are less and less willing to see second-hand platforms reap the profits from reselling their products. Beyond its eco-credentials, preloved fashion also shifts the parameters of prestige: luxury houses have long made scarcity a strategy, but today the rarest pieces are not necessarily found in their boutiques. [...]

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