Scandinavian fashion, while increasingly difficult to define, has traditionally been known for its clean lines, muted palettes, and minimalist ethos. Form follows function, and simplicity is elevated into style. That’s what makes Ganni so intriguing. The brand breaks from convention, embracing bold prints, quirky silhouettes, and a maximalist spirit that defies expectations. While Ganni is undeniably a trendsetter within Scandinavian fashion, it also champions another core value of the Nordics: sustainability.
Ganni REPEAT, launched in 2022, is a peer‑to‑peer resale platform integrated across Ganni’s website and select stores in Scandinavia and the UK.
It complements their rental, repair, and trade‑in programs—creating a unified circular ecosystem.
However, a key question initiatives like GanniREPEAT raise is whether Ganni’s entry into the resale market increases access to its clothing or instead supports a more curated, exclusive model?
Firstly, the resale model grants Ganni’s customers multiple access points for them to buy, rent, or resell through the same portal, which is ideal for price‑sensitive or eco-focused shoppers. Furthermore, sellers set their price, creating a dynamic that can bring down costs compared to retail prices. Additionally, a 20 % credit bonus encourages engagement while retaining spend within the brand.
Secondly, the extra value credit makes secondhand Ganni more attainable, appealing to younger or budget-restrained consumers. Hence, the resale model can help make Ganni more approachable and inclusive.
On the other hand, with the resale ecosystem being entirely managed by Ganni, curation and control are in their hands. Transactions occur on Ganni.com or their flagship stores, with oversight on authentication, condition, and pricing. This selectively controlled environment limits market flooding and supports brand prestige.
Furthermore, Ganni takes a 15% commission on resale transactions, helping to preserve perceived value and prevent drastic price undercuts. However, GanniREPEAT is currently only available in the UK and select Scandinavian countries, leaving out many major markets. If Ganni intends to reach a broader consumer base, such limited geographic availability could pose a significant barrier.
What does this mean?
By limiting regions and controlling listings, Ganni might extend access only nominally, not structurally. Furthermore, limited reach could signal that Ganni is “experimenting’ with resale, and is not yet ready for broader access.
If Ganni wants to continue democratizing access, the next move could be working on a phased strategic global rollout.
It would be wise for Ganni to own the resale market, as they could shield brand prestige and limit brand dilution (we discussed this in our last post; check it out here).
Our suggestion:
To increase access points, GANNI can consider working with curated vintage and thrift stores across the world as unofficial “drop-off” points. These stores could act as collection hubs, uploading pre-loved GANNI pieces to our resale platform in exchange for brand visibility or a small commission. Buyers can also head to these stores to purchase directly from them.
Not only does this approach help increase GANNI’s visibility, but this kind of partnership would make it easier for our community to participate in circular fashion, and it would also help GANNI maintain greater oversight over the secondhand experience and brand presentation.
Are you a brand that’s hoping to enter the second-hand fashion marketplace? Here at Oly 🫒, we help fashion brands partner with expert secondhand and vintage stores to provide brands with control over the merchandise of their secondhand listings.
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