Walmart ditched the Hermès camo in favor of the real thing, launching a luxury partnership with Rebag.
Retail giants are now making designers more affordable by selling second-hand luxury goods, a move that experts say signals a major shift in the luxury sector.
Walmart has officially partnered with online resale platform Rebag to sell pre-owned luxury wallets, watches, and fine jewelry on its marketplace platform.
Starting January 16, shoppers will be able to score items from designer brands such as Hermès, Goyard, Louis Vuitton, Chanel and Dior.
“We’re launching a new luxury resale experience on our platform that will give fashion lovers a tremendous opportunity to come and shop these brands,” said Michael Mosser, vice president of Marketplace at Walmart. “It will be easier and more inspirational.”
Walmart’s move to sell authentic luxury goods comes on the heels of controversy surrounding the sale of a replica Hermes Birkin wallet called Wilkins.
The fake bag went viral on TikTok for its insanely low price and resemblance to the real thing, but it was eventually removed from Walmart’s website after all colors and models were sold out.
The popular Wirkins, also known as Birkin, dupe bag is no longer available, but consumers can still purchase the retailer’s new premium selection at Walmart’s resale arm, Resoldo at Walmart.
Walmart used luxury items
Walmart’s new partnership with online resale platform Rebag means shoppers can now get their hands on authentic pre-owned luxury goods.
Hermes Pre-Owned Evelyn Bag Generation III Clemence TPM by Rebag, $3,875 – Buy here Hermes Pre-Owned Constance NM Bag Epson 18 by Rebag, $14,815 – Buy here Louis Vuitton Pre-Owned Pochette Tillet Monogram Canvas by Rebag, $2,155 – Buy here Chanel Preo Wound Twist Your Button Flap Belt Bag Rebag Quilted Caviar, $3,635 – Buy Here
This retailer also sells more affordable luxury items.
While Walmart has long offered used fashion through third-party product listings, the partnership with Rebag establishes a place for customers to explore directly from the Walmart.com homepage.
Tens of thousands of Rebag products will be listed on Walmart’s platform, significantly increasing existing volumes.
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To further explore the implications of Walmart and ReBag’s partnership, US Sun spoke exclusively with Dr. Daniel Langer, executive professor of luxury strategy at Pepperdine Graziadio School of Business in Los Angeles.
Langer first pointed out that sales of second-hand designer items have skyrocketed as luxury brands have increased their prices post-pandemic.
This “not only left a void in the market for more accessible luxury goods, but also created an interesting resale market for consumers, where rising prices may have significantly increased the value of second-hand goods,” he said. said.
“The more luxury brands raise their prices, the more they stimulate the second-hand market, both in terms of demand and supply,” Dr. Langer continued.
Luxury experts also explained how Walmart’s move to sell used luxury goods reflects a major shift in the designer space.
“We believe the partnership between Walmart and Liebag is an important indicator of the ongoing paradigm shift in the luxury goods market and consumer expectations and behaviors,” said Dr. Langer.
The luxury goods expert said the partnership reflected the “widening acceptance” of second-hand goods as a “more accessible means of accessing the luxury goods market”.
Dr. Langer also noted that this partnership reflects a major shift in the way younger generations approach designer consumption.
“As I have often noted, Gen Z consumers are increasingly comfortable with digital channels and are more willing to purchase luxury goods online.
“What we are witnessing is a period of massive disruption and change in the luxury goods industry. Amazon’s early entry into used luxury goods, followed by Walmart’s move, now marks a generational shift in the retail channel. “It shows that this is occurring in the future,” he said.
I see the Walmart-Leebag partnership as an important indicator of the ongoing paradigm shift in the luxury market and consumer expectations and behaviors. ”
Additionally, Dr. Langer noted how changes in the luxury industry have created both opportunities and challenges for designer brands.
“The key to success in this new landscape is maintaining the aura of exclusivity and high-touch service that I have always emphasized as important for luxury brands, even in the context of digital second-hand goods.” said a luxury goods expert.
He noted that the most successful brands and retailers are those that continue to deliver superior customer experiences to new channels and customer groups.
Dr Langer touched on the potential issues raised by the new emphasis on second-hand luxury goods, including the risk of “diluting” the luxury shopping experience.
He highlighted how this could impact brand recognition and “the important emotional connection that justifies premium pricing.”
“This now means that luxury brands will either participate in the sale of used luxury goods on their platforms, or leave the growing market to retailers, who are often associated with deals and everyday low prices,” he said. This raises the strategic question of whether we should do so.”
“Luxury brands must be careful not to compromise on offering additional luxury value, which is essential to remain popular in an increasingly competitive market.”
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