Two of the industry's biggest resale platforms have released their 2026 reports, and read together they tell a useful story. Chanel has taken the top spot as the most-searched brand on The RealReal, while on FASHIONPHILE, Chanel led searches but Louis Vuitton was the most-shopped and most-sold brand. For anyone buying or selling designer handbags, the gap between what people look at and what people buy is worth understanding.
The Big Picture
The RealReal's report, titled "The Revolution of Resale", notes that the secondary market is growing two to three times faster than the primary market. The platform counted 44 million members as of the second quarter of 2026, and more than half of its customers are Gen Z or Millennial. The report also cites research showing that 47 per cent of consumers consider an item's future resale value before buying it new. Resale, in other words, is no longer an afterthought. It is part of how people decide what to buy.
Chanel Takes the Top Search Spot
On The RealReal, Chanel is now the most-searched brand in the annual top ten, overtaking Louis Vuitton, which held the position in 2024 and 2025. It's a clear sign of how much attention the house is attracting, and the conversation around its recent collections has certainly helped. FASHIONPHILE's report points the same way: Chanel led that platform's brand searches too.
Louis Vuitton Is Still the Workhorse
Searching is one thing and buying is another. On FASHIONPHILE, Louis Vuitton was the most-shopped and most-sold brand. That makes sense. Louis Vuitton's classics, such as the Speedy and the Neverfull, are widely available, instantly recognisable and accessible at a range of price points, which tends to convert interest into sales. Chanel often draws more attention than it can satisfy, because the most sought-after pieces are both in demand and in shorter supply.
Timeless Pieces Are Winning
FASHIONPHILE's own commentary adds a helpful layer: classic bags from Hermès, Chanel and core Louis Vuitton styles continue to sell well and hold their value, while trendier pieces move more slowly. It's a useful reminder that in resale, a timeless design is the safest foundation for a collection. The reports also highlight how strongly nostalgia is shaping demand, with the Speedy, the Gucci Jackie and the Lady Dior all in high demand.
What This Means If You're Buying
Use search data as a guide to what's desirable and sales data as a guide to what's available. If you want a Chanel, be prepared to be patient and to act when the right piece appears, because demand is high. If you want the best chance of finding exactly the Louis Vuitton you want, you will usually have more choice, which gives you room to be selective about condition, colour and price. Either way, favouring classic silhouettes gives you the most flexibility if you ever decide to sell.
What This Means If You're Selling
If you're selling a Chanel, the heightened interest works in your favour, so it's worth presenting the bag well and including as much documentation as you have. If you're selling a Louis Vuitton, remember that buyers have plenty of options, so clear photography, honest condition notes and sensible pricing will help your listing stand out. In both cases, checking recent sold prices, rather than asking prices, is the most reliable way to set expectations.
The FInale
The 2026 reports show a resale market that is growing, increasingly led by younger shoppers, and rewarding classic design. Chanel is capturing attention, Louis Vuitton is capturing sales, and the best approach is to understand both. Whether you're building a collection or editing one, knowing the difference between what's admired and what's actually moving gives you an edge.
