Why More Companies Are Getting in on the Resale Game
For a long time, conventional wisdom ruled that companies should avoid reselling their own products in used condition. There\u2019s the threat of cannibalization, marketing confusion, and tricky logistics that can erase margins. But more name-brand retailers are jumping into resale, says Wharton marketing professor Tom Robertson. Thanks in part to Gen Z with its zeal for sustainability, he says consumer demand is rising fast for reused goods. He sees a revolution where brands cash in on resale, knowing that if they don\u2019t own those customer relationships and sales, others will. Robertson wrote the HBR article \u201cThe Resale Revolution.\u201d