Tommy Hilfiger, Ivanka Trump among most purged brands

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Tommy Hilfiger Fall/Winter 2015 Collection
Models pose before presenting the Tommy Hilfiger Fall/Winter 2015 collection at the New York Fashion Week February 16, 2015. Reuters/Andrew Kelly

A “Purge Surge” report shows that brands like Tommy Hilfiger, Ivanka Trump and Kate Hudson’s Fabletics are being resold more than others. New York & Co. topped the list with a 472 percent increase, according to recent report from a fashion resale website.

ThredUp, a website that resells second-hand women’s and kids’ clothing, released its first “Purge Surge” report that indicated which brands are being purged the most from closets. Below is the full list of most purged brands per the report.

1. New York & Company, 472 percent increase from 2016 over 2015

2. Tommy Hilfiger, 469 percent

3. Fabletics, 326 percent

4. Liz Lange Maternity, 269 percent

5. Gap Fit, 256 percent

6. Lou & Grey, 249 percent

7. Ivanka Trump, 223 percent

8. Madewell, 218 percent

9. Active by Old Navy, 213 percent

10. Vera Bradley, 119 percent

The report was based on all items sold to the resale site in 2015 compared to all items sold to ThredUp last year. Per day, it processes at least 75,000 items of clothing in four distribution centres.

Thomas Jacob "Tommy" Hilfiger has recently talked about how internet accusations have affected his brand in his new memoir called “American Dreamer,” saying the allegations still plague him to this day. In 1996, an e-mail went viral with the subject line: “FWD: Tommy Hilfiger hates us,” claiming that the American fashion designer is racist. Hilfiger has denied the accusation and called it a “big fat lie.”

As for the Ivanka brand, ThredUp spokesperson Samantha Jacob told Huffington Post that there may be two reasons why the first daughter’s brand was included in the list of most purged clothing. “There are two general reasons we’d see a purge surge: (1) the brand is declining in popularity or (2) the brand has grown in volume,” she said via email.

She notes that for Trump’s brand, the data indicates that the purge surge rationale differs by market. For instance, supply of the Ivanka brand in New York City and Los Angeles have outpaced demand, which means more people are opting to sell than buy the brand. In Dallas and Houston, more people are interested to buy it.

Kathleen Weng, vice president of ThredUp, said they have learned that seller’s motivation for selling a pre-owned brand is not merely to declutter, but more so to refresh style and find new favourites. She said the company saw a recent increase in shopping.

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