Second-hand bargain-hunting is thriving as Americans browse thrift stores and resale sites for sustainable fashion and rare finds. But are they willing to splash out on pre-loved luxury? Canvas8 spoke to 20 people nationwide to understand why they would or wouldn’t buy high-end hand-me-downs.

How can a luxury brand capitalize on the growing demand for second-hand fashion? By joining up with a company already comfortable with the ins and out of resale. Through its collaboration with Grailed, Ralph Lauren is directly engaging streetwear aficionados with a range of rare vintage garments.

Accustomed to rapid service and easily accessible products, Gen Yers and Zers are causing the luxury industry to bend to their e-commerce expectations. What do they want out of a high-end shopping experience? And how are haute couture brands grabbing the attention of these digital natives?

To celebrate the 25th anniversary of Friends, Ralph Lauren has launched a collection that brings the characters’ iconic wardrobes to life. With shoppers increasingly interested in playful pieces, brands are responding with offerings that elicit emotional responses – including TV and pop culture nostalgia.