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NYFW’s Hidden Hustle

It seems as though everyone is trying to make a quick buck these days, particularly within the fashion world. The latest hustle comes to us

New York Fashion Week

It seems as though everyone is trying to make a quick buck these days, particularly within the fashion world. The latest hustle comes to us via New York Fashion Week, where many fans are beginning to capitalize on exclusive designer merchandise.

Fans are beginning to capitalize on exclusive designer merchandise.

The fashion world has been the center of a recent trend to turn free swag into cold hard cash. The hustle is derived from the basic re-gifting premise. Call it whatever you want but there are some very enterprising individuals who are hitting paydirt off of all those free sample size bottles of perfume and lipstick.

Gifts from brands are often resold.

According to a recent Washington Post article, “Gifts from brands are often resold. I’ve seen product online that has been specifically gifted. It’s comical to see one-of-a-kind samples on eBay,”says Aliza Licht, a fashion industry veteran who has worked in p.r. for brands such as Donna Karan.

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Another way to go about it is to buy limited edition goods and re-sell them at a higher price. These Business 101 tactics have been at the center of the Yeezy brand phenomenon. Fans of the artist and the brand are finding particularly lucrative sources of alternative revenue by making bulk merch purchases and then turning around and selling the products online. This trend began with the surprise Yeezy popup shop and continues to Kanye’s most recent offering, the Yeezy Season 4 long-sleeve tee, priced at $75.

The Washington Post reports, “[At first] I thought, ‘Who would buy that?’ ” says Leeann Duggan, fashion features director for Yahoo Style. “Smart people, apparently.”

Two days later, Yeezy Season 4 shirts were up on eBay.

“A few have already sold for $300 and $400,” says Duggan.

Thanks to social media, this trend shows no signs of slowing down. Trending fashion hashtags have reached up to 200 million users in twenty-four hours, taking brand recognition to an all-time high.   As fans increase, so does the desire for products.

“For mega-fans, show merch is better than buying from Barneys,” says Duggan, even if the products will be available at a later date. “It’s about getting the jump on everyone else, and having that VIP ‘I was there’ cachet — even if you weren’t.”

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