In today’s evolving fashion landscape, luxury brands are increasingly navigating two parallel arenas: the traditional primary market and the fast-growing resale economy. Maintaining a  coherent and elevated brand identity across both channels is critical but also complex. From pricing strategy to product lifecycle, brand storytelling to customer experience, every decision in one market impacts perception in the other.  

This timely conversation with Sarah Davis, Founder of Fashionphile, Aditi Mayer, Creative Director, and Jhara Valentini, Founder and President of Valentini Media Group, explores how brands can retain their luxury positioning and core values while embracing opportunities in the secondary market. By approaching resale not as an afterthought, but as an intentional extension of the brand experience, designers and brands can shape a more resilient, aspirational, and future-focused identity.