In 2025, brands that embrace branded resale are unlocking new revenue streams, building deeper customer loyalty, and reinforcing their commitment to sustainability. But not every brand is set up for success in resale. So, how do you know if yours is?
At Treet, we’ve seen brands thrive in branded resale. The standout successes share a few key qualities. If your brand checks any of these boxes you're likely leaving serious revenue (and customer love) on the table by not launching branded resale.
1. Your Brand Has Enough Product in Circulation
One of the strongest predictors of resale success is volume. If your brand has been around for a few years and has sold a substantial number of items, that means your products are already out in the world, waiting for a second life. The more items in circulation, the easier it is to build a vibrant, healthy resale marketplace right from the start.
This is especially true for brands with repeat customers or evergreen products. When customers have a closet full of your pieces, resale becomes an easy next step rather than a stretch behavior.
Ask Yourself:
- Do we have thousands of products already in customers’ hands?
- Do our customers hold onto our products for a while before replacing them?
- Are our pieces consistent enough that people seek out specific styles or sizes?
2. You Have a Direct Line to Your Customers
The best resale programs don’t just rely on hope and word of mouth. They’re powered by brands that have strong, direct communication channels and know how to activate their audience. If you already have a direct-to-consumer presence, whether through ecommerce, email, SMS, or social, you have a built-in engine to drive traffic and participation.
That means you can tell the resale story in your own voice, engage customers with timely messaging, and fold resale into your existing brand experience. The result is a program that feels like a natural part of your brand—not an afterthought.
Ask Yourself:
- Do we have active owned channels we can use to promote resale?
- Can we integrate resale into our ecommerce site, product pages, or post-purchase flows?
- Do we control the brand story across the customer lifecycle?
3. Your Products Are Already Being Resold
Sometimes the clearest signal that you’re ready for resale is that it’s already happening. If your products are showing up on Poshmark, eBay, Depop, Facebook groups, or even Reddit threads, your customers are already telling you there is demand for secondhand.
Rather than watching those sales happen elsewhere, branded resale gives you the chance to step in, elevate the experience, and bring those buyers and sellers back into your ecosystem. That means you’re not only capturing value but also creating a better journey for customers who want to continue engaging with your brand.
Ask Yourself:
- Are customers already reselling our products online?
- Do people ask where they can find older styles?
- Have we ever spotted our own products in unexpected resale channels?
4. You’ve Built a Strong Brand Community
Your biggest asset in resale might already be your fans. The brands that do best with resale tend to have loyal, enthusiastic customers who identify with the brand beyond just the products. If your audience is tagging you in posts, sharing their finds, and actively participating in your world, they’re primed to fuel a resale community.
Resale gives these fans another reason to stick around. They can sell, buy, gift, or trade their items within a branded space that aligns with the values and quality they already trust. This keeps them connected and creates more opportunities for engagement across the entire customer journey.
Ask Yourself:
- Do customers engage with our brand beyond the transaction?
- Are there fan accounts or online communities centered around our brand?
- Do people celebrate their “finds” or share how they wear our products over time?
5. Your Products Are Made to Last
High-quality, durable products tend to shine in resale. They hold up over time, develop character with wear, and retain value long after the original purchase. Whether you’re known for your craftsmanship, your use of premium materials, or your commitment to classic styles, quality is a major factor in resale performance.
Even if you’re not positioned as a luxury brand, if your products feel like “keepers,” customers are more likely to want them again—or resell them to someone who does. And unlike fast fashion, these products don’t rely on the trend cycle. They simply work.
Ask Yourself:
- Do customers describe our products as “well-made” or “investment pieces”?
- Are we known for quality construction and lasting materials?
- Would someone be excited to get one of our items secondhand?
Bonus Points: Sustainability and Circularity (When It’s Real)
You don’t have to put sustainability at the center of your resale strategy, but if you’ve already taken meaningful steps in that direction, resale can amplify and support those efforts. Brands that offer repair services, use recycled materials, or take back old items have a natural alignment with the circularity that resale promotes.
That said, customers can tell the difference between authentic efforts and marketing spin. Resale as a “sustainability initiative” only works when it's backed by real action. If the goal is to reduce waste and keep more items in use, then it’s worth highlighting. If not, it’s better to lead with value and community than to overpromise.
Ask Yourself:
- Have we taken other steps toward circularity, like repairs or upcycling?
- Do customers care about responsible shopping?
- Are we doing the work, not just saying the words?
Is Your Brand Ready?
If you’re nodding along to these questions, your brand is primed for resale success. The next step? Partnering with a resale platform that helps you build a seamless, branded experience.
At Treet, we help brands take control of their resale market, keeping products (and customers) in your ecosystem instead of losing them to third-party marketplaces. Ready to see how resale can work for your brand? Let’s talk.
