The RealReal, a luxury second-hand goods platform, has a wealth of data on trending brands. Demand for trending items influences pricing at The RealReal. Two The RealReal executives say the brands you should buy now are:
It’s the most wonderful time of the year for shoppers, but those who want their money’s worth for the long haul know they need to keep an eye on 2024’s biggest trends and choose styles that will last.
Two experts at The RealReal, Kristen Nyman, chief creative officer, and Noel Sciacca, associate director of fashion, help shoppers find the best deals before they sell out or get overpriced on the second-hand market. We’ve analyzed the brands and trends you should add to your cart right away.
Nyman said on his podcast “The Cutting Room Floor” last week that customer data, such as which designers are seeing a spike in search queries, can be used to predict emerging trends.
At The RealReal, we price our products based on several variables, including seasonality, condition, availability, and demand, measured by search volume and how quickly the product sells out.
The more popular a brand becomes, the more expensive it can be, Nyman said on the podcast.
According to Nyman and Sciacca, these are the hottest brands to buy this season to stay on top of next year’s trends and avoid overspending.
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Bally is popular among fashion insiders and will likely see a surge next year, Nyman said. Christian Vierig/Getty Images
“Bally is very popular right now,” Nijman said of the Swiss brand, which is already popular among “enthusiastic and interesting fashion people.”
She added that it was only a matter of time before it became mainstream, telling The Cutting Room Floor host Lecho Omondi that if you want to buy from Bally, you should “buy it now” .
The brand began to soar earlier this year. Sciacca told Business Insider that Bally’s sales in August were up 42% year over year.
Romeo Gigli
Romeo Gigli is expected to make a comeback next year. Alena Zakirova/Getty Images
Nyman told Omondi that Romeo Gigli is “really trending right now” among vintage enthusiasts. This Italian brand became a staple in the 1980s and early 1990s for its romantic style and soft tailoring.
Its popularity waned over the years, but Nyman predicted a resurgence.
Sciacca said the designer’s heyday style is “particularly appealing to consumers.”
Brands like Miu Miu and Loewe will continue to be popular
Miu Miu is popular and shows no signs of slowing down. Jeremy Mohler/Getty Images
Miu Miu is one of the hottest brands in 2024, with retail sales up 86% in the first half of this year. Sciacca and Nyman don’t foresee that changing.
According to Sciacca, searches for the brand’s bags and sunglasses have increased rapidly on The RealReal, with searches increasing by 100% and 212% from the previous year.
Loewe handbags also continue to be popular.
The label’s puzzle totes “are selling for an incredible 90% of their original price, and searches for flamenco bags are up 87% year over year,” Sciacca said.
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Moschino starts the year with a bang
Moschino’s popularity will grow as consumers move away from uniform clothing. Daniele Venturelli/WireImage
“Moschino is a brand to keep an eye on as expressive style over one-size-fits-all clothing gains momentum,” Sciacca said. “Locally, we are starting 2025 with a spotlight on Moschino.”
The Italian designer is known for his easy-going take on fashion.
Customers are looking for Ralph Lauren and Alaia
Ralph Lauren saw an increase in search volume this quarter. Charlie Tribarrow/AFP
Both Ralph Lauren and Alaia have seen a spike in search queries on The RealReal. Searches for the former are up 57% year-over-year this quarter, while searches for the latter are up 29% year-over-year.
For Alaia, handbags are of particular interest, including the latest styles and vintage pieces from the 1980s and 1990s.
