Shoppers Demand Specificity in Secondhand Market, Resale Platforms Adapt

The secondhand shopping landscape is undergoing a dramatic transformation, with consumers now exhibiting an unprecedented level of specificity in their searches, according to a 2026 report by The RealReal.

Hyper-Specific Searches Drive Resale Industry Shift

“The hyper-specificity of the way that people search really stands out as a fundamental shift in the way people think about shopping,” says Kristen Naiman, chief brand officer at The RealReal. “The fact that people are searching for not just ‘Prada 2010’, but ‘Prada 2010 linen’ or ‘Chanel 2013, look 31’ tells me they have developed both a fluency around style and fashion, as well as an emphasis on singularity and one-of-oneness.”

Growing Interest in Vintage and Early 2000s Styles

The report reveals a significant surge in demand for vintage clothing, with total demand for pieces 15-plus years old on The RealReal increasing by 432% from 2020 to 2026. Notably, searches are shifting from ‘90s pieces to those from the early 2000s, with year-on-year increases of 63% and 93% respectively. Specific designer searches are also booming: “Phoebe Philo Celine” rose by 650%, “Nicolas Ghesquière Balenciaga” by 400%, and “Marc Jacobs Louis Vuitton” by 375%.

Intentional Shopping and Resale Value

Forty-seven percent of shoppers now actively evaluate an item’s potential resale value before making a purchase in the primary market. This intentionality elevates the importance of curation and establishing a clear point of view for resale platforms, according to Naiman. The shift reflects a broader trend: 58% of consumers now prefer resale over buying new.

Emerging Brands Gain Traction

Emerging brands are experiencing rapid growth on The RealReal, signaling a broader evolution within the resale market. Items from brands like Acne Studios, now considered vintage, are gaining cult status.

Photo: Courtesy of The RealReal