{"id":2774,"date":"2025-11-23T23:57:12","date_gmt":"2025-11-23T22:57:12","guid":{"rendered":"https:\/\/www.thewindrose.fr\/?p=2774"},"modified":"2025-11-24T17:33:52","modified_gmt":"2025-11-24T16:33:52","slug":"tell-me-a-story-9","status":"publish","type":"post","link":"https:\/\/www.thewindrose.fr\/en\/tell-me-a-story-9\/","title":{"rendered":"TELL ME A STORY #9 – An Ode to Pre-Loved Luxury"},"content":{"rendered":"
\n

\u201c An Ode to Pre-Loved Luxury \u201d<\/h1>\n<\/div>\n
\n
\n<\/div>\n

Once upon a time there was a royal princess who donned the same dress twice in public. The audacity\u2014and within the same week! Was the crown facing a budget crisis? The news lit up England\u2019s tabloids. When Kate wore her favorite outfit for a third time, the nation was stunned. The faux-pas turned fashion statement was analysed from every angle: with this deliberate gesture, Her Royal Highness was shining a spotlight on responsible fashion.<\/strong><\/p>\n

 <\/p>\n

\"\"<\/p>\n

Kate, queen of vintage?
\nThat was in 2012.<\/h2>\n

Vinted was celebrating its fourth anniversary and Vestiaire Collective its third. The revolution was brewing, though no one could yet imagine how all-consuming it would become. The second-hand market is shaking the foundations of the luxury industry as powerfully as the arrival of the Internet once did. When I was a child, thrift shops and second-hand stores weren\u2019t fashionable. They reeked of empty wallets. Who could have guessed that, years later, they would become\u2026 fashionable? \u201cVintage\u201d has replaced \u201cthrift\u201d\u2014a far more elegant term, one that connoisseurs of fine wine understand well. Now, pre-loved luxury wears its finest attire: we chase after it, we want it, we desire it, and for good reason\u2014it bears the marks of a past that make it unique. People want to stand out after having their fill of cookie cutter Ikea interiors and Zara ubiquity. It\u2019s a generational preference, of course, as pre-loved luxury now knocks at your door via your smartphone and baby boomers are largely unmoved[1]<\/sup><\/a>. Millennials are drawn to getting the best for less – thrift haul, anyone? – and buying second-hand makes them responsible shoppers. Gen Z are completely absorbed; their shopping sprees begin on Vinted or Depop. Beneath their nimble fingers and fertile keyboards springs a world of desire they could never have afforded before. The cult-like veneration of brands is back, as vintage opens up a multitude of possibilities. And let\u2019s not forget ethics and sustainability, the perfect counterpoint to Shein: buying second hand is a feel-good move that\u2019s worn like a badge of honor, a crucial argument for all our young clients. You\u2019ve get the point by now: vintage is a lifestyle before it is a design choice.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

But might pre-loved luxury be as tempting as forbidden fruit?<\/h2>\n

Once you\u2019ve taken a bite, how can you resist? The treasure hunt is addictive; we all find ourselves scrolling endlessly in an intoxicating quest we can\u2019t escape. Though the resale market represents only 5% of luxury today, KPMG[2]<\/sup><\/a> estimates it will reach \u20ac73\u202fbillion by 2031, with an average annual growth rate of 11.5%. And yet, the luxury market is not an endlessly expanding universe. If the old grows, the new must shrink\u2014but at whose expense? Twenty years ago, young people entered the world of luxury through an \u201caffordable\u201d item\u2014a Speedy, a Baume & Mercier, a Touche\u202f\u00c9clat concealer, or a Chanel lipstick offered by the whole family to celebrate graduating from school or coming of age. Today, Gen\u202fZ first comes in contact with major brands from their phones, and for the same price they can acquire not one but several coveted objects. As a matter of fact, fashion houses have a lot to gain: when their pieces take on a second life, it proves their quality, timelessness and durability\u2014a return to the very essence of luxury.<\/strong><\/p>\n

\u201c<\/em>What has aged has proved its worth,\u201d wrote Aristotle.
\n\u201cWhat is ancient has stood the test of time\u2014and that is the seal of truth\u201d [3]<\/strong><\/a><\/em><\/h3>\n

An adage Uncle Scrooge\u202fwould not deny, he who worships his lucky dime\u2014the first, the oldest, the best one he ever earned. And the client who discovers luxury at an ever-younger age is a client for life. This is the famous so-called “no going back\u201d effect theorised by Kapferer and Bastien, or the \u201cratchet effect\u201d: once someone has tasted luxury, they never go back4]<\/sup><\/a>. You don\u2019t drive a Scenic once you\u2019ve learned to drive a Porsche, even a second\u2011hand one. Gen\u202fZ will embrace luxury but carve out its own path. The greater risk lies with Millennials\u2014those whose wallets are well lined enough to afford an indulgence, but who succumb to the siren call of a dream at a discount. Those clients are truly lost. And their proportion – still unclear – may well put a dent in retail numbers. At the top of their wishlists are watches and leather goods, two product types unaffected by body shape. Fortunately, ready\u2011to\u2011wear faces fewer woes, since most clients still prefer to try before they buy.<\/p>\n

\"\"<\/em><\/h3>\n

<\/a><\/p>\n

Pre\u2011loved luxury is worthy of a Copernican revolution. It\u2019s redefining the borders of luxury and is forcing retail to reinvent itself. Tomorrow more than today, in-store clients will seek an emotional experience that an online Birkin cannot offer. Some Maisons have already gotten on board: Christofle, Van\u202fClef\u202f&\u202fArpels and Cartier\u202fTradition hunt down their own creations, restore them, and sell them in\u2011house\u2014an extraordinary opportunity to bring treasure hunters back through their doors. With Gucci\u202fVault, the House experimented with pre\u2011loved sales in pop\u2011up stores and last year announced Gucci\u202fVintage, dedicated 100% to its own pieces. We\u2019re following that endeavor with great interest. Step by step, pre\u2011loved luxury must leave the apps to be reborn in boutiques\u2014as a cry of pride from the luxury houses, an ode to beauty and craftsmanship. In a recent LinkedIn article[5]<\/sup><\/a>, Christophe\u202fCais, founder of\u202fCXG, analysed the success of Japanese vintage boutiques, where second lives hold as much importance as the first.<\/p>\n

\u201cIt\u2019s a philosophy,\u201d he wrote, \u201cthat involves a relationship with time, history, and care.\u201d<\/em><\/h3>\n

It\u2019s also a wonderful opportunity to highlight the first life of each creation\u2014and its uniqueness. Let us learn to sell pre\u2011loved luxuries as passionately as the first loves\u2014and to unearth a story in every wrinkle of a bag.<\/p>\n

And you, what is your most beautiful pre\u2011loved luxury story?<\/h2>\n


\nAur\u00e9lie Leborgne,
\n<\/span>November 2025
\n–<\/span><\/p>\n

\n

[1]<\/a> Statista.<\/p>\n

[2]<\/a> https:\/\/assets.kpmg.com\/content\/dam\/kpmg\/gr\/pdf\/2024\/02\/gr-kpmg-future-of-consumer-goods-the-market-of-luxury-goods.pdf?utm_source=chatgpt.com<\/a><\/p>\n

[3]<\/a>\u00a0Aristotle, Nicomachean Ethics.<\/em><\/p>\n

[4]<\/a> V.BASTIEN & J.-N.KAPFERER, Luxe oblige, Eyrolles, 2012.<\/p>\n

[5]<\/a> https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7384141953707425792\/<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u201c An Ode to Pre-Loved Luxury \u201d Once upon a time there was a royal princess who donned the same dress twice in public. The audacity\u2014and within the same week! Was the crown facing a budget crisis? The news lit up England\u2019s tabloids. 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