Major fashion brands are moving aggressively into the secondhand clothing market, launching their own resale platforms to compete with eBay (NASDAQ: EBAY), Depop (NASDAQ: TDUP), and The RealReal (NASDAQ: REAL). For years, the resale of their products generated billions in revenue on third-party platforms, money that the brands themselves never touched. Now, companies including Zara, H&M, Lululemon, Levi’s, and REI are building their own secondhand marketplaces to capture that opportunity directly. According to ThredUp’s 2026 Resale Report, the global secondhand apparel market is projected to reach $393 billion by 2030, growing twice as fast as the broader apparel market. Neil Saunders, managing director at market research and consulting firm GlobalData Retail, said brands that ignore the secondhand space risk falling behind both culturally and commercially.