Reviving Hidden Value in Luxury Brands During Year-End Cleanup

As the end of the year draws near, many people look to declutter their homes through a ritual known in Japan as "osouji," or year-end cleaning. In light of this, Eco Style, a brand buying specialist operated by Standing Point in Tokyo, has published unique findings based on their analysis of customer behavior related to buying and selling luxury items during this period.

In their findings, it became apparent that there is a concentrated demand for high-quality winter clothing, leather shoes, watches, and bags, leading to a significant rediscovery of "hidden value." This article presents notable trends in customer behavior that have emerged, offering valuable insights for those planning a year-end cleanup.

Summary of the Research Results

Conducted across all Eco Style stores, including locations in Ginza, Shinjuku, Shibuya, Hiroo, Jiyugaoka, Yokohama, Hamamatsu, Osaka, Kobe, and through their delivery appraisal center, the research analyzed properties brought in for sale between 2023 and 2024, triggered primarily by year-end cleaning.

1. Hidden High-Value Brand Items Discovered

During this traditional cleaning process, customers often uncover unused or gently used items they had stored away in the depths of their closets. Examples of valuable items found include:

- Winter Coats: MONCLER, CANADA GOOSE, TATRAS
- Shoes: ALDEN, JONLOBB, NIKE, ADIDAS
- Watches: SEIKO, HAMILTON, CITIZEN, TAG Heuer
- Bags: LOUIS VUITTON, CHANEL, HERMES, GOYARD
- Jewelry: Cartier, BVLGARI, Tiffany & Co.

Several anecdotes have emerged:

- Customers may realize they want to refresh their wardrobe after changing their clothing preferences and decide to let go of older items to make room for new ones.
- Others, like one individual who collected Nike sneakers, found themselves overwhelmed with shoe boxes, prompting their spouse to take action by requesting a sale of some pairs.

2. Over 70% in Nearly New Condition

Surprisingly, the study found that many items were in excellent condition, indicating that customers were often parting with items they loved but simply never used, or things that no longer fit. Reasons for selling included the desire to pass on items to someone who would use them, reinforcing the notion that many sales stem from positive intentions rather than mere disposal.

3. Increase in Delivery and On-Site Appraisal Services

With individuals increasingly busy as the year ends, over 50% of the appraisals have shifted to non-visit types, like delivery and on-site services. This caters to those looking to declutter without the hassle of transportation, allowing customers to complete the entire process from their homes. Additionally, many are opting for the "hand-free" appraisal service, which allows individuals to send items for estimation before visiting the store for sale.

Examples of Sold Brand Items

The research highlighted a trend where especially popular, classic, and rare items were often brought in for assessment. Here are some notable examples showcased by Eco Style:

- Outerwear: MONCLER "MAYA, HERMIFUR" – No noticeable stains / Popular resale models
- Clothing: Gucci x Disney Snow White Crew Neck Sweater – Excellent condition / 2018SS Collection
- Leather Shoes: ALDEN "991 Plain-toe Shoes" – Unused / Popular model
- Sneakers: NIKE "AIR JORDAN1 555088-007 ROYAL" – Unused / Classic line
- Watches: SEIKO "PROSPEX Alpinist" – Almost unused / High-performance model
- Bags: GOYARD "St. Louis PM" – Minor scratches / Hard to acquire model
- Accessories: Tiffany "925 Hardware Necklace" – Only slight tarnishing / Strong resale demand

Conclusion from Eco Style Appraisers

The rise in brand sales during year-end cleaning is not merely about disposing of unwanted items, but represents a sustainable action that facilitates the circulation of value to those next in line to appreciate these items.

High-quality brands see a greater risk of value degradation the longer they are left unused. Eco Style advocates for a "clean without disposability" initiative, contributing to a circular economy.

Optimal Timing for Year-End Cleaning

Historically, December 13 has been termed "Osoji Day" or the appropriate start for year-end cleaning. The significance of this date stems from traditional practices at significant institutions like Edo Castle, marking a time of readiness for the upcoming new year. Starting with closet and entrance reorganization allows individuals to thoughtfully choose items like down jackets and rarely worn shoes.

By having your cleaning and sales prepared by December 28, you can avoid any ill-fated days after the 29th while allowing adequate time for delivery selling or in-store submissions. We recommend planning your decluttering mid-December to bypass the chaotic year-end rush.

Should you have any clothing or branded items you no longer need, please consult with Eco Style.

Promotional Campaign

Between November 1 and December 28, 2025, all Eco Style stores are running a campaign to increase purchase prices by up to 20,000 yen — this is an excellent opportunity, and we invite you to take part!

About Eco Style’s Buyback Services

We offer three types of buying services: store buyback, on-site buyback, and delivery buyback.
For those living out of service areas, please feel free to contact us at (0120-991-223).

Appreciation for Our Valued Customers

In gratitude for your continued support, Eco Style is running a special campaign to maximize your buying price by 20,000 yen until December 28. We look forward to welcoming you to our stores during this exceptional period!