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eBay’s latest trend report shows Louis Vuitton, Gucci, Burberry, Chanel, Prada, and Dior as the most purchased luxury brands in early 2026. Resale values are rising, with brands like Dior gaining prominence over Hermès. The report highlights shifting consumer preferences and the growing importance of secondhand luxury shopping.
eBay’s latest trend report for 2026 confirms that Louis Vuitton, Gucci, Burberry, Chanel, Prada, and Dior remain the most purchased luxury brands globally in the first quarter of 2026, reflecting ongoing consumer demand and shifting market dynamics.
The report, curated from over 136 million buyers and 2.5 billion listings, shows that these brands continue to dominate the resale market. Notably, Hermès, which previously led in luxury resale, has been surpassed by Dior, attributed to the renewed creative energy following Jonathan Anderson’s appointment as creative director.
In addition to top brands, the report highlights a surge in listings for more accessible labels such as Steve Madden and Birkenstock, indicating broader consumer interest. Resale prices are also rising, with brands like Rodarte and Raf Simons experiencing growth of over 300 percent in average sale value.
Why It Matters
This trend underscores the sustained popularity of luxury brands in secondhand markets, which influences consumer behavior, brand valuation, and market strategies. The rise of Dior over Hermès signals shifts in consumer preferences and the impact of creative leadership changes on brand desirability.
Furthermore, the increasing resale values for high-end accessories and watches suggest that secondhand luxury items are becoming more than fashion statements—they are seen as investments with long-term value.
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Background
Historically, Hermès has led luxury resale markets, but recent data from eBay indicates a shift toward brands like Dior, driven by new creative directions and marketing. The report aligns with broader trends of consumers seeking unique, pre-loved items that combine luxury with sustainability and affordability.
Prior to 2026, brands such as Hermès and Chanel often topped resale charts, but evolving tastes and the influence of celebrity and designer collaborations are reshaping the landscape.
“Dior’s rise at the top of the resale market reflects the renewed energy and creative momentum following Jonathan Anderson’s appointment, resonating with buyers worldwide.”
— Brie Welch, eBay stylist
“The increasing resale value of luxury accessories and watches indicates a shift towards viewing these items as long-term investments, not just fashion accessories.”
— Industry analyst
What Remains Unclear
It remains unclear how long Dior will maintain its top position and whether Hermès will regain dominance. Additionally, the impact of upcoming collections, celebrity endorsements, or market disruptions on these trends is still developing.
What’s Next
Next, market analysts will monitor how these trends evolve throughout 2026, especially with upcoming luxury fashion shows and potential new brand collaborations. Continued data collection from resale platforms will clarify whether these shifts are sustained or temporary.
Key Questions
Why has Dior surpassed Hermès in resale popularity?
Dior’s increased visibility and creative energy following Jonathan Anderson’s appointment have boosted its desirability, as reflected in resale listings and values, according to eBay’s report.
Are resale prices expected to keep rising?
Based on current trends, resale prices for high-end accessories and watches are increasing, driven by demand and rarity, but future fluctuations depend on market conditions and consumer interest.
What does this mean for luxury brands?
Brands may focus more on their presence in secondhand markets, emphasizing brand value, limited editions, and collaborations to sustain demand and resale value.
How reliable are resale market trends as indicators of overall luxury demand?
Resale market data provides insights into consumer preferences and brand desirability, but it may not fully represent primary market sales or future trends.
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