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  • In a market full of knock-offs, how can luxury brands encourage trust?
  • In a market full of knock-offs, how can luxury brands encourage trust?
    Cory M. Grenier, Creative Commons (2010) ©
CASE STUDY

Secoo: selling on second-hand luxury in China

China’s appetite for foreign luxury has created a resale market at home, with consignment growing 30% faster than luxury overall in 2013. But with 80% of items in second-hand boutiques being fakes, why do people trust Secoo's resale platform for designer handbags and watches?

Location China

Scope
In 2013, Chinese wallets accounted for 35% of the world’s luxury sales. [1] As Europeans’ purchases have declined post-recession, Chinese consumers have helped keep luxury brands afloat. But with luxury-hungry trips to Paris, Tokyo and London several times a year, where do all the Hermès bags and Bulgari watches end up when they’re just a little bit too last season?

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