A Luxury Fashion Brand From 2005 Has Insane Resale Value In 2025

Very few luxury fashion brands can survive solely on their cache. To thrive, these businesses must also maintain their own value. While some brands like Hermes do this through high exclusivity and limited supply, one has found success by keeping it simple. The Row, a luxury clothing brand founded by the Olsen twins, is experiencing massive resale value, with some of its handbags selling at an average of 15% over their original price.

Founded in 2005 by Mary-Kate and Ashley Olsen, The Row made its debut with a low-key and refined aesthetic. The Olsen twins chose to avoid heavily marketing their designs, instead opting for the pieces to speak for themselves amongst the public. The company achieved success through its use of high-quality fabric, while showcasing simple, well-tailored designs. And while this helped make it a favorite brand among older people, Generation Z has recently begun to skyrocket the brand's popularity.

While older generations still have a large amount of purchasing power, particularly in the luxury goods space, those in Gen Z are beginning to have an impact as they join the workforce and flex their disposable income. In large part, the resale value of The Row is due to this generation, as younger people turn to sites like The RealReal to find sustainable, high-quality goods.

The use of simple, high-quality leather and fabric is what has established The Row as a successful brand at resale. This is because Gen Z is purchasing with values in mind and centering on a reuse ethic. A perfect example of this is the skyrocketing value of The Row's Margaux 15 Bag, which is reselling for well over its retail cost. This backs up reports from companies like OfferUp, which suggests that 93% of people buy used goods, while 54% of Gen Z actually prefer to buy secondhand. Additionally, with the prevalence of scams on websites like Facebook Marketplace, luxury resale websites are becoming increasingly popular, further driving the value of brands like The Row.