eBay has released the eBay Watchlist, a new trend report revealing how fashion is being reshaped by the resale market.

Driven by shopper data, this report captures how people are choosing pre-loved and embracing more conscious consumption - and transforming the industry in the process.

In 2024, “vintage” was searched more than 1,200 times per minute, and nearly 40% of all clothing, shoes, and accessories sold were listed in pre-owned condition. 

Leading in luxury - 2025 vs. 2024 most bought

2024

• Burberry
• Dior
• Gucci
• Dolce & Gabbana
• Versace

2025

• Louis Vuitton
• Gucci
• Burberry
• Prada
• Chanel

Brands on the rise

• Birkenstock +61%
• Altuzarra +48%
• Tombolo +40%
• Bulgari +28%
• Goyard +27%
• Tiffany & Co +27%
• Patek Philippe +27%
• Paco Rabanne +26%
• Courrèges +21%
• Alaïa +19%

Most bought by country

• United States

Americans can't get enough Louis Vuitton. Top sold items included the Omega Seamaster and Louis Vuitton Speedy.

• United Kingdom

The UK goes Italian, with Armani taking the top spot. The Omega x Swatch Moonswatch and Fendi Baguette are some of their favourite pieces.

• Germany

Louis Vuitton reigns supreme in Deutschland. The Rolex Datejust and Hermès Birkin are on their most bought list.

• France

Hermès holds the crown in France. Top sold items included the Rolex Datejust and Hermès Birkin.

• Italy

It's a good year for Armani in Italy. The Rolex Submariner and Louis Vuitton Speedy were top sellers.

For the full report, visit ebayinc.com.