We also have to consider traffic and incentives. If a brand goes down the path of branded resale, they need to market this. For the most part they rarely do and as a result see little traffic and set themselves up for a "see I told you this wouldn't work." By contrast, the marketplaces have strong incentives to market their platforms. It is their core business. ThredUp, Vinted, and recently Amazon Luxe all have strong incentives to promote their marketplaces and attract buyers and sellers. The circular economy needs merchandizing just as much as the linear economy. From what I've seen, marketplaces have a much stronger incentive to do this than branded resale.
We also have to consider traffic and incentives. If a brand goes down the path of branded resale, they need to market this. For the most part they rarely do and as a result see little traffic and set themselves up for a "see I told you this wouldn't work." By contrast, the marketplaces have strong incentives to market their platforms. It is their core business. ThredUp, Vinted, and recently Amazon Luxe all have strong incentives to promote their marketplaces and attract buyers and sellers. The circular economy needs merchandizing just as much as the linear economy. From what I've seen, marketplaces have a much stronger incentive to do this than branded resale.