Sep 28, 2026 · 9 min · 6 segments
Sid Mookerjee, an Assistant Professor of Marketing out at McGill University stops by to chat with Rob about this growing trend of big brands going 'back to the future' to try and capture a new market…
Sid MukherjeeGuest
Rob FaiHost
Yeah, the resale market is a huge market, right? It's about $3.5 billion in Canada.
And then this market already kind of consists of products from Lululemon and these big brands.
So why not enter the market, right? Why not Lululemon enter the market, control the presentation of their product and sell their product to these new customers who are buying from the resale market? for companies like Lululemon and these big brands like Patagonia and so on, these companies can signal sustainability and circularity by entering the resale market and acquire new customers, those who wouldn't be able to afford new products from Lululemon, but instead go into the resale market.
So these big brands can target these customers who are more price sensitive and acquire these customers for their brands.
So part of the reason why these brands enter the market is for new customer acquisition and also to control the presentation of their products in this resale market.
Yeah, the resale market is a huge market, right? It's about $3.5 billion in Canada.
And then this market already kind of consists of products from Lululemon and these big brands.
So why not enter the market, right? Why not Lululemon enter the market, control the presentation of their product and sell their product to these new customers who are buying from the resale market? for companies like Lululemon and these big brands like Patagonia and so on, these companies can signal sustainability and circularity by entering the resale market and acquire new customers, those who wouldn't be able to afford new products from Lululemon, but instead go into the resale market.
So these big brands can target these customers who are more price sensitive and acquire these customers for their brands.
So part of the reason why these brands enter the market is for new customer acquisition and also to control the presentation of their products in this resale market.
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