One of the features of resale sites are deep discounts, and L2 data from four resale sites (Vestiaire Collective, Grailed, The RealReal, and Tradesy) suggests the discounts vary significantly by brand. For example, while Manolo Blahnik heels are priced on average 77% lower than the retail price, more exclusive products like Valentino sneakers and the Hermès Kelly bag are discounted by just 35% and 23%, respectively. Surprisingly, some exclusive items like Céline totes and Chanel handbags can be found at more than 65% lower than the retail prices.

Furthermore, many of these products are barely used and even brand new, which can significantly reduce perceived value among consumers. Brands should also note the number of SKUs available on these sites, which can also affect perception. L2 found 230,000 SKUS for Chanel bags and 240,000 for Louis Vuitton bags.

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