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In 2014, Brooke Marks founded the Facebook group HIGH END for one simple reason: no trusted platform for luxury resale existed in the local market. Marketplaces were a free-for-all without any curation, and consignment stores took a hefty cut of the profits. So she set out to create her own. Fast forward a decade, and High-End now stands as a household name nationwide, with over 110,000 members who all hold a special place in their hearts for the group.
What began as an IYKYK venture, an exclusive invite-only group for luxury aficionados, the HIGH END universe quickly took on a life of its own. Its Facebook page spread promptly via word of mouth to the broader community and brought in fashion enthusiasts from around Australia to become a go-to destination for sourcing, selling and securing your wardrobe’s next best thing. But now, in 2023, its administrators, Mars and ex-Macquarie banker Lauren Kennedy, have evolved HIGH END again, creating a cutting-edge app for fans to enjoy a more elevated shopping/selling experience.
Recording 30,000 sales on the platform in 2022 alone, HIGH END is proof of Australia’s growing appetite for high fashion that doesn’t cost an arm and a leg—or the planet. Featuring everything from luxury bags, shoes and clothing to all kinds of accessories and occasionwear from brands like Chanel, Prada, LOEWE and Zimmermann, the app will boast all the variety of the Facebook group, just with the benefits of a dedicated marketplace.
To mark the momentous evolution of the brand, GRAZIA sat down with its founders to get the full scoop on what to expect.
Why has HIGH END resonated with so many people?
“I think it can be attributed to the innovative combination of a highly curated marketplace and the creation of an exclusive secret IYKYK-type community comprised of trusted and like-minded fashion enthusiasts. This unique blend proved to be the secret sauce in HIGH END’s success, as nothing quite like it existed. At the time of our inception, there was a noticeable gap in the market, and we seized the opportunity to fill it.
“While it may sound cliché, the truth is that we identified and catered to a niche that had been overlooked, offering a one-of-a-kind experience that resonated with our audience. Consumers are also increasingly valuing pre-owned items as a way to reduce waste and minimise the environmental footprint of their fashion choices without affecting their fashion choices.”
How did the idea to evolve HIGH END into an app come about?
“The decision to evolve High End into an app stemmed from recognising that Facebook was not originally designed to serve as a luxury resale marketplace. Recognising the limitations and desiring a platform with more control and complete ownership, we decided to transition to a more user-friendly app, ensuring a seamless and secure experience for our community, focusing on AI and authentication.
“Despite other global players, the women of Australia were still using our platform and asking for a solution. We wanted to build a product that our customers were asking for and have tailored it to them specifically.”
Why is re-sale booming right now?
“Consumers are accumulating more volume of luxury goods in their wardrobes, some of which are hardly used. Giving these products a new life on the secondary market provides sellers with an added stream of income and gives customers the opportunity to buy into these luxury brands that they could otherwise not afford. With the economy as it is, it’s a win-win for both buyer and seller.
“This year, the luxury resale market was valued at $39.23 billion (USD), according to ResearchandMarket, and Statista expects the market to grow to $52 billion (USD) by 2026, growing at a rate of 9.6 percent. The global counterfeit problem is also huge—in 2020, the total value of counterfeit products sold exceeded $1.8 trillion (USD).”
OK, but will we be saying goodbye to the FB group?
“The HIGH END Facebook group isn’t going anywhere—in fact, it’s evolving. It’s more than just a buy-and-sell group; it’s turning into a space purely for our VIP customers who love the industry and enjoy contributing to meaningful HIGH END discussions. Our customers are our centre, so the Facebook group will turn into a discussion space that is all about providing value to them. Whether voting for new app features, getting a sneak peek at what has just dropped on the app before everyone else, group exclusive discount codes, or asking the group members for a style ID!
“Recognising the limitations in customer protection on the Facebook group, we’re moving our customers to the HIGH END app for an enhanced buying and selling experience. Meanwhile, the Facebook group will remain a hub for member feedback, facilitating discussions on everything from feature rollouts to improving the overall user experience on the app. So, it’s not a goodbye; it’s a strategic shift to ensure the best of both worlds for our community.”
How will the customer experience differ with the app?
“The app redefines the luxury resale experience as we know it by prioritising authentication and innovation. We understand the importance of establishing trust in the world of luxury resale and have become synonymous with trust in luxury resale, and our rigorous authentication processes ensure that every item meets the highest authentication processes crossed with human touch and AI technology.
“With a dedicated focus on buyers and sellers, our app introduces a loyalty program, buyer and seller protection mechanisms, funds held in escrow, and a money-back guarantee. Premium packaging adds a touch of luxury to the unboxing experience, and strategic partnerships with reputable cult brands, like our current collaboration with Alpha-H, contribute to our platform’s authenticity.
“Our focus is on streamlining the user experience so buyers and sellers alike have everything they need to succeed in the luxury resale world.”
What have been some of the biggest takeaways from the process of creating this app?
“One of the most significant lessons learnt in the app creation process was navigating the complexities of building a two-sided marketplace. This proved to be a challenging endeavour, reinforcing the fundamental principle that it’s crucial to develop something that directly addresses the needs and desires of our customers.
“To ensure alignment with our community’s preferences, we actively sought input through surveys conducted within our group over the past years, valuing the insights provided by our members to shape and enhance the app according to their preferences, and we’re continuing to do so through the iteration process.
“In a two-sided context, it becomes even more vital to provide a trusting marketplace experience. Ensuring the safety and security of transactions for both parties is a complex task that involves robust authentication, transparent policies, and effective dispute-resolution mechanisms.”
The HIGH END app launched exclusively to existing Facebook community members in November, and will be available to the public from November 26, 2023. Download here.
