On the second-hand market, some brands are considered undisputed pillars. One inevitably thinks of the French luxury fashion house Hermès and its handbags, which are often seen as just as profitable an investment as a well-located property. But this growing segment also has surprises in store.
The current Clair Report from the resale platform Rebag shows the impressive performance of the US label The Row. The brand has entered the “unicorn” category for the first time. The report refers to the group that includes brands with a value retention of 85 percent or more.
Rebag’s study is based on extensive data analysis and an exclusive evaluation index for used luxury products. The company determines the performance of the items over time from millions of transactions. For The Row, there was a remarkable 97 percent value retention for handbags in 2025 – meaning that on average they retained almost their entire original price.
Hermès, Goyard and The Row in the top 3
The Row is known for its distinct minimalism. The brand focuses on the highest quality and discreet luxury, which has been particularly in demand since 2024. According to Clair Report, the N/S Park Tote leads resale performance with 146 percent value retention, followed by the Margaux Tote at 107 percent and the Half Moon shoulder bag at 106 percent. The numbers illustrate how strongly timeless, logo-free designs shape long-term demand in the luxury second-hand sector.
Only Hermès and the French suitcase and bag manufacturer Goyard exceed these results. At Hermès, the “Kelly Mini II” leads with an impressive 282 percent, followed by the “Birkin Sellier” with 183 percent and the “Constance” with 137 percent. Iconic models like Kelly, Birkin, Evelyne, Constance To Go and Picotin all exceeded an average score of 110 percent.
In 2025, Goyard recorded an increase in the value of its products by 28 percent to a total of 123 percent. The high demand for the legendary classics as well as for lesser-known models explains this increase.
The success of the Italian brand Miu Miu in boutiques also has an impact on the second-hand market. According to the Lyst Index, Miu Miu is currently one of the most sought-after brands in the world. Average value retention rose to 104 percent – the brand’s strongest performance to date in the Rebag report. The “Logo Drawstring Bucket Bag” and the “Aventure Tote” are particularly in demand.
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