Data Dive: The Brands Users Buy and Sell Most Based on Region
- Words Grailed Team
- Date June 25, 2020
While Grailed is a hub for community and discovery, it is—first and foremost—a global marketplace. As such, we’re constantly thinking about what our community likes to buy and sell. While there are always a few clear standout labels—from the ever-present popularity of Supreme to the top tier of European luxury houses—it’s compelling to understand where that popularity comes from—regardless of where a buyer or seller resides in the world.
For the sake of this deep dive, we’ve broken out a few major transactional regions based on our marketplace. This includes the United States (abbreviated to U.S.), Canada (CA), the United Kingdom (U.K.), Europe (EU), Australia (AU) and Asia.
This chart indicates what singular brand each of these six regions buy and sell the most in relation to itself and the other regions, based on total GMV from June 2019 to May 2020.
In other words, on the purchasing side, U.K.-based buyers purchase more Supreme (based on total GMV) than any other brand when transacting with a U.S.-based seller. U.K.-based buyers purchase more Rick Owens when transacting with Canadian sellers.
On the selling side, the U.K. sells Saint Laurent more than any other single brand (based on total GMV) to buyers based in the U.S., Canada, Europe, Australia and Asia. When U.K. sellers are transacting with U.K. buyers, the most popular brand is Rick Owens.
Key Takeaways
1
As always, Supreme sits as one of the most dominant forces in our marketplace. If you’re a U.S.-based seller, having Supreme in your Grailed shop makes the most sense, as every region (including the U.S. itself) buys more Supreme from U.S.-based sellers than any other brand on Grailed. Canada also has a spot in the global Supreme marketplace, selling more Supreme to the U.S. and Asia—along with its own region—than any other brand. Given that Supreme was founded in the United States and that Japan has the most Supreme stores of any single country, it makes sense that demand would be high for the brand… even if buyers in those countries may be able to line up for drop day.
2
Our major luxury players have strong representation and demand across the global marketplace, with only Louis Vuitton standing as a startling absence. As we’ve outlined in the past, Gucci stands apart in the U.S. as the country’s most popular luxury brand. That (partially) helps explain why, when it comes to sellers based in Gucci’s native European region—and, strangely, Australia—users are exporting more Gucci than any other brand to the U.S. (and Canada). As for the other major luxury labels, Saint Laurent sits at several points across this chart. Aside from being the most dominant brand for sellers in the U.K., it is also the highest value brand that European sellers ship to Asia, and the most purchased brand by European buyers in relation to Canadian sellers.
3
The Asia region stands as the most unique region on this chart. It is widely understood that, for the past few decades, Korea and Japan have served as an inspiration for the modern-day collection and preservation (aka, the “archive” scene) of various fashion designs and cult brands. This is perhaps best seen in what the Asia region sells to the rest of the world. The U.S. purchases more BAPE from Asia than any other brand. Canada follows suit with its interest Off-White. Asia exports more Prada by total GMV to Europe and Australia, with Yohji Yamamoto serving as the most purchased brand from buyers based in the U.K. Strangely, Visvim’s only appearance on the chart is in relation to the most popular brand among Asian buyers and sellers; Asia-based sellers ship out more Visvim to Asia-based buyers than any other brand, by GMV. As for buying habits—Asia buys more Supreme than any other brand from the U.S. and Canada; buys more Saint Laurent from the U.K. and Europe and buys more Fear of God from Australia than any other brand.
Final Thoughts
Overall, the important thing to take away from this chart is how best to market your stock or supply based on the regions you’re interested in targeting. For example, you’re selling from the U.K., it’s clear that many other users are specializing and selling Saint Laurent and shipping it around the world; it may be a crowded marketplace. If you’re based in the U.S. or Canada, it might be worth exploring sellers in both Europe and Australia before you pull the trigger on a new Gucci pickup; there should be a large number of sellers (and therefore a lot of competition for better dealmaking and negotiation).
Again there’s no one size fits all approach, but this does highlight what a given region’s buyers are looking for from other sellers around the world. The same applies for sellers—if you’re specialized in one of these brands, this should help you pinpoint where in the world you might find the most demand.
Surfaced