Recently, myGemma released the "Luxury Resale Index 2026". Based on authentication and transaction data from over 500,000 luxury items, this report reveals the latest dynamics of the resale market. As the President of the Asia Luxury Association (ALA), I believe this report offers crucial practical insights for our second-hand luxury dealers in Hong Kong, Japan, China, and Southeast Asia.
First and foremost, the most striking data point is that search volumes for the Hermès Kelly officially surpassed the Birkin in the first half of this year, making it the most searched luxury handbag globally. This is not just a change in ranking; it reflects a shift in consumer preferences. For our vintage dealers in Asia, this is a clear signal for sourcing. The market demand for the Kelly, especially in smaller sizes, is expected to remain robust. We should assign a higher priority to the Kelly when formulating our procurement strategies.
Secondly, the report highlights that Goyard's search volume has jumped to fifth place, surpassing many traditional leather goods powerhouses. Historically, Goyard relied almost exclusively on its own boutiques for sales, resulting in limited circulation in the resale market. However, current data shows a rapid increase in demand for its resale and authentication. This presents a new sourcing opportunity for us. Dealers can start paying more attention to and introducing Goyard products to meet this growing market demand.
In terms of value retention, Hermès remains the undisputed king. The resale prices of Birkin and Kelly typically exceed 100% of their original retail prices, and can even reach over 200% for items in brand new condition. This is attributed to their deliberate scarcity strategy, no-discount policy, and exceptional craftsmanship. Chanel's Classic Flap and 22 Bag also maintain about 75% of their retail value. This reaffirms that in today's uncertain economic environment, top-tier luxury goods are increasingly viewed by many buyers as a store of value.
Finally, the report repeatedly emphasizes the importance of "authentication". As the resale market expands, highly searched popular models are often accompanied by increased counterfeit activity. This aligns perfectly with what we at ALA have been advocating: establishing a cross-market sourcing and matching mechanism combined with credible authentication standards. Only by ensuring that every traded item is authentic can we earn consumer trust and drive the healthy development of the entire industry.
Want to learn more about the latest dynamics in the second-hand luxury market and our sourcing matching services? Visit aisaluxassoc.com now to join the Asia Luxury Association and seize industry opportunities with us!
