According to McKinsey, the second-hand market is forecast to grow two to three times faster than the market for new goods through 2027, as prices for new items keep rising. The report also finds that resale does not reduce sales of new products, and is being used by luxury brands as a client-retention tool.
In Vietnam, this wave has its own version: the celebrity garage sale, where proceeds go to a community cause.
Case: Lilthu × Laws For Paws (10/2024). According to L'Officiel Vietnam, 100% of profits from the Garage Sale went to Laws For Paws Vietnam to help abandoned animals, with Hồ Ngọc Hà, Thảo Nhi Lê and Minh Tú taking part.
Why the model works
Buyers have two reasons to spend: a piece with a story, and the feeling of contributing.
Pre-loved items gain value: from something in a wardrobe to a keepsake linked to a public figure.
The charity reaches new communities without a media budget.
Getting it right to keep trust: publish the amount raised and the transfer receipts; describe each item's condition clearly; and partner with organisations that operate transparently. [TO CONFIRM: adding the actual amount raised would strengthen the piece]
Resale in luxury strategy
McKinsey notes that luxury is now using resale as a tool rather than treating it as a threat. Reselling pre-owned pieces helps brands keep existing clients and reach younger shoppers aspiring to move up. Importantly, the report finds no evidence that resale cuts into sales of new products.
The celebrity garage sale is the community version of this trend. Instead of a resale platform, the seller is an individual with a story, and an item's value comes from both its quality and who owned it.
Three common charity garage sale formats
There are three common formats. An in-person event, held at one venue on one day with the celebrity present, works best for atmosphere and media coverage. Online or livestream sales, posting each item and closing orders by message, suit audiences spread across many cities. Auctions are for special pieces tied to a famous moment.
How to run a charity garage sale
Choose a transparent beneficiary and agree on how funds will be transferred from the start.
Inventory and price each item, noting its condition and its story.
Invite other public figures to contribute to widen the audience.
Announce the donation share before the event, for example 100% of profits.
Report results afterwards with transfer receipts.
The last step is often skipped, but it is the one that decides trust for next time.
Sources: McKinsey — The State of Fashion 2026 · L'Officiel Vietnam — Lilthu × Laws For Paws (10/2024, Vietnamese)
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