Changes in the creative direction of luxury brands, celebrity endorsement of their products or nostalgia are some of the forces that have defined consumer behavior in the fashion category on eBay, according to its annual “Watchlist” performance and trends report.

The second-hand platform’s study is based on the activity of its millions of users around the world between January and September of this year, and offers interesting information regarding how social and cultural moments have translated into searches, sales and style trends.

According to eBay, Louis Vuitton remains the luxury brand with the most purchases and sales on the platform, (5.2 million), with up to 13 brand items being put up for sale every minute. For its part, Gucci also repeats in second position, with 3.9 million exchanges; followed by Para, with 3.2 million.

However, from the marketplace they highlight the arrival of Armani to the top 5, driven by the death of its founder Giorgio Armani; the rise of Dior under Jonathan Anderson; or the positive trend experienced by Burberry in light of the strategic change implemented.

However, the fastest growing brands in terms of items sold globally are those related to “sportswear” and “streetwear”, such as KidSuper (+173%) and Fear of God (+125%), which have managed to captivate new generations of consumers with their aesthetic proposal.

The changes that have occurred in the big fashion houses have significantly influenced the searches and purchases of eBay users, according to the report. Thus, searches for Dior exceed 52 per minute as a result, according to the company, of the appointment of Jonathan Anderson as Creative Director. Additionally, searches for his name have skyrocketed by +390%.
For its part, searches for Demna Gvasalia, currently Creative Director of Gucci, have increased by 87% and that has meant that searches for Gucci exceed 71 per minute.

Regarding the greatest growth in the average sales price, the list is led by the Luar brand (+270%) thanks to the success of its Ana bag, which has already become an icon for many fashion lovers. eBay also highlights the growth experienced by Bob Mackie (+57%), as a result of the interest of artists such as Taylor Swift or Sabrina Carpenter in the “showgirl” aesthetic.

Among the products, the report highlights the growth in searches experienced by the Cartier Santos Demoiselle watch (+194%), which Taylor Swift wore in the photographs with which she announced her engagement to Travys Kelce. It also caused the “old mine diamond” concept to grow by +21%.

Audiovisual content has also influenced consumer behavior. Thus, the popularization of the series “The summer I turned pretty” has boosted interest in the Tabby bag from the Coach brand; while the series “And Just Like That” has done it with the Fendi Baguette bag.

The trends that will mark fashion in 2026

In addition to collecting the notable activity throughout the year on its platform, eBay’s report also includes the trends that, in the company’s eyes, will mark the coming months, taking into account data from user searches and purchases. They are the following:

• Cozy luxury

Glamorous comfort will be a trend. Soft textures will be combined with refined and unexpected details, while soft fabrics, such as silk, will redefine dressing in the home, proving that comfort and elegance can coexist.
For example, searches for “plush heels” have grown by +48% and searches for “silk pajamas” by +34%.

• vintage volume

According to eBay, classic shapes are returning and will be seen, for example, in wide pants and mid-calf skirts. Elements such as balloon sleeves, puffed shoulders and voluminous skirts will also be recovered. At the pattern level, this trend will be seen in rounded silhouettes in bags and accessories.
Searches for “balloon pants” have grown by +57% and “long skirt” by +90%.

• Glow

Metallic and shiny details, as well as rhinestones, have been present this year and will continue to be so next season. This commitment to shine will not only remain in the garments, but will also extend to footwear and accessories.
For example, searches for “metallic pants” have grown by 16%, while searches for “iridescent dress” have grown by 41%.

• Main coats

According to eBay, outerwear will take center stage in the coming months, with bright colors and bold silhouettes transforming windbreakers, jackets and coats into style centerpieces. Colors and textures will be the center of attention under a concept of modern minimalism.
For example, searches for “floor-length coat” have grown +48%; while “cropped trench coat” has done so by +85%.

• Jewelry inspiration

Jewelry will inspire the tones and shapes in clothing and accessories, seeking a touch of luxury to the style. This is indicated by searches for terms such as “ruby”, “sapphire” or “amethyst”, which occur 18, 33 and 7.5 times per minute, respectively.

More info.: eBay Watchlist Trend Report