A generational shift is upon us. Today 1 in 4 Millennials are experiencing your brand for the first time through resale. With resale growing 21x faster than retail, it’s time to take back control from the secondhand marketplaces that profit from your brand’s stature. Resale customers skew younger, and 60% of branded resale customers are new for brands. Brands that own this experience ensure customers’ first impressions aren’t their last brand interaction. Resale presents an opportunity to deepen customer relationships by providing new ways to interact with the brand, increasing purchase occasions. Resale presents an opportunity to deepen customer relationships by providing new ways to interact with the brand, increasing purchase occasions. Innovative business models provide real-world leadership that today’s customers expect. High-quality products can lead the way.