Marketing to men helps drive Cudoni sales higher

By

Sandra Halliday

Published
Mar 17, 2021

Luxury resale site Cudoni said this week that its promotion of the channel for menswear has helped drive sales higher and increase engagement among men.

Resale’s rapid growth in recent years has been mainly focused on womenswear, and that’s an area the company was best known for. But it spotted an undeveloped segment of the market and recently launched The Cudoni Man campaign with model Richard Biedul (pictured). It said that men are now a much bigger proportion of its customers.

In fact, men now make up between 35% and 40% of its customers compared to only 20% three years ago. And the menswear push has also help its sales rise 400% year-on-year.

Men have been growing increasingly resale-aware in recent years and the company said that only two years ago, 51% of men's items through Cudoni came from women looking to sell. Today, that figure is less than 40%, suggesting an increase in resale engagement among men.

The company also said that on average, men's items sell in almost half the time relative to women's, “as there is less supply in the market relative to demand”.

Shoes, watches, outerwear, bags and leather goods perform particularly well in both value retention and in sell-through rate.