The platform’s year-end trend report paints a picture of resurgent legacy brands and new aspiration in the circular luxury market.

As the global fashion ecosystem deepens its embrace of resale, sustainability, and luxury accessibility, eBay’s “Watchlist 2025” emerges as one of the clearest indicators of where the market stands—and where it is heading. The report, released in November, highlights a powerful shift: heritage fashion houses such as Louis Vuitton and Coach are not simply performing well in the secondary market; they are defining its cultural momentum.

This year’s edition of the Watchlist shows that consumer interest in pre-loved luxury has reached a new peak. With shoppers increasingly prioritizing long-lasting craftsmanship, iconic design, and sustainability, luxury resale has evolved into a mainstream, even aspirational, category. According to eBay’s data, demand for classic silhouettes, archival collections, and recognizable monograms is rising—creating fertile ground for brands like Louis Vuitton and Coach to thrive.

A closer look at the leaders
Louis Vuitton, often seen as the cornerstone of modern luxury, continues to dominate searches and listings on the platform. Its monogram canvas bags—Neverfull, Speedy, Keepall—remain among the most desirable items in the pre-loved sphere. Sellers benefit from the brand’s remarkable value retention, while buyers view LV pieces as long-term wardrobe investments. Coach, meanwhile, is enjoying a renaissance. Once positioned as a mid-tier luxury option, the brand has reinvented itself through updated silhouettes, nostalgic re-issues, and elevated craftsmanship. The result: a surge in search activity and resale interest, marking Coach as one of the most-watched comeback stories in luxury.

Why these brands stand out
The report suggests that the reason behind this momentum is multilayered. First, Louis Vuitton’s consistent presence across runway, pop culture, and social media ensures its pieces remain highly recognizable. Second, Coach’s strategic rebrand—balancing vintage appeal with modern relevance—has resonated deeply with resale shoppers seeking accessible luxury. These factors, combined with eBay’s authentication programs, have boosted consumer confidence, encouraging more users to explore second-hand luxury.

Cultural currents shaping the resale boom
Luxury resale doesn’t operate in isolation. Broader cultural forces play a significant role in shaping the market. A growing number of shoppers, especially younger ones, are turning toward pre-owned fashion as a form of personal expression and mindful consumption. Archival fashion content on social platforms, celebrity re-wear moments, and the resurgence of 90s and early-2000s aesthetics all feed into renewed interest in legacy handbags. At the same time, shifts in creative direction across major fashion houses influence search behavior and resale prices. A viral look, a runway revival, or a designer’s appointment can cause an immediate spike in digital demand.

The sellers’ perspective
For sellers, whether casual closet-cleaners or professional resellers, the report’s findings carry strategic value. Listings aligned with trending items—structured totes, compact shoulder bags, polished leather pieces—tend to perform best. Condition, authenticity, and styling play an ever-larger role in shaping perceived value. Many sellers have also begun adopting studio-style photography and detailed product notes to stand out in an increasingly competitive environment.

The buyers’ experience
For buyers, eBay’s Watchlist reflects a marketplace where luxury feels more accessible than ever. High-quality goods with long lifespans are becoming the preferred alternative to fast-fashion trends. Shoppers are especially drawn to unique finds: discontinued colorways, rare editions, and vintage silhouettes that offer a sense of individuality. This shift illustrates a broader desire for personal style, heritage storytelling, and items that hold emotional as well as financial value.

What comes next
Looking forward, the Watchlist predicts that texture-rich pieces, glossy finishes, and “vintage volume” shapes will continue to shape demand. With holiday gifting season approaching, interest in timeless accessories—structured handbags, elevated small leather goods, and collectible pieces—is expected to intensify. Louis Vuitton and Coach appear poised to remain major players in this space, their influence expanding beyond traditional retail into the broader lifecycle of luxury fashion.

As the year progresses, one thing is clear: luxury resale is no longer a side market. It is a dynamic force reshaping how consumers engage with fashion, blending nostalgia, investment, sustainability, and storytelling into a single, compelling ecosystem.