The allure of Gucci shows no signs of waning.
In its mid-year luxury resale report, luxury consignment company The RealReal said “Gucci is king among millennials” as search volume for the Italian luxury house this year bumped stalwarts Chanel and Louis Vuitton from the top spots for the first time.
Gucci won year-over-year growth among all age groups, climbing 62 percent in the first half of the year, though, data from The RealReal revealed that Gucci is growing 48 percent faster among millennials than other age groups.
The brand secured a spot in the five most popular brands millennial men and women are buying and consigning, and its resale value continues to climb, according to the report.
“Luxury resale has grown exponentially, and is more mainstream than ever. Both the industry and the public look to the resale market to identify macro and micro trends and to determine what consumers want right now,” Rati Levesque, The RealReal chief merchant, said. “With over 8 million items sold, our data speaks directly to these trends and we’re excited to reveal key insights in this report.”
Another trend in luxury? Logos.
The RealReal’s data confirms what The Lyst Index found back in July—that millennials are searching for the famous double F logo. The Real Real reported that Fendi is on the rise as logos “see a resurgence.”
And the trend is especially evident in the site’s data on luxury handbags. The RealReal said “iconic, logo-centric” styles by heritage brands like Dior, Gucci, Fendi and Louis Vuitton are seeing rising resale value.
The resale value of the Dior Saddle bag, which was relaunched in the traditional luxury market this summer with fanfare in Dior’s stores and across its social media platforms, increased 89 percent during the first half of the year. The Gucci Web’s resale value doubled, while the resale value for the Fendi Zucca climbed 32 percent and Louis Vuitton Montsouris backpack was up 26 percent.
And if logos are winning in women’s accessories, “Dad style” is ruling men’s consignment.
The RealReal reported that searches for Hawaiian style shirts increased 84 percent during the first half of the year. Searches for dad hats increased 67 percent, while fanny packs jumped 614 percent.