Colour is one of the most emotional parts of handbag shopping. A crisp white Chanel, a fiery red Lady Dior, a pastel pink Birkin—each colour carries a mood, a personality, and a statement. But beyond aesthetics, there’s a bigger question shoppers, collectors, and resellers always ask:
Does colour affect resale value?
A recent viral analysis from r/LuxuryResaleData suggests the answer is a resounding yes. After breaking down 224,000 handbag listings, one researcher set out to isolate colour from all other variables—brand, size, condition, material—to discover which shades hold their value and which quietly sink resale prices.
The results? Equal parts surprising, validating, and deeply entertaining. Here’s the full breakdown.
The Experiment: How Do You Measure Colour Without Chaos?
Instead of comparing all black bags to all pink bags (which would be statistical madness because you’d essentially be comparing Hermès to Coach), the researcher created thousands of “comparison pods” where the only difference was colour.
Each pod grouped identical bags:
- Same brand
- Same model
- Same size
- Same material
- Same condition
Example pods included things like:
- Chanel Classic Double Flap, Medium, Lambskin, Excellent
- Louis Vuitton Neverfull GM, Canvas, Very Good
- Hermès Picotin 18, Clemence Leather, Good
Within each pod, the average resale price was calculated. Then each colour’s average resale price was compared to that pod’s baseline—producing a true color premium or discount, fully isolated from all other factors.
This was repeated across 204,000+ listings, generating a robust market-wide dataset on pricing behaviour by color.
In other words: this is the closest we’ve ever come to knowing how much a colour alone affects resale value.
The Results: Colour Premiums & Discounts (From Best to Worst)
Here’s the official colour ranking based on resale performance, measured in average % above or below identical bags in other colours:
| Color | Premium % | Sample Size |
|---|---|---|
| White | +6.82% | 26,275 |
| Black | +3.31% | 62,791 |
| Green | +2.68% | 4,541 |
| Brown | +0.94% | 62,762 |
| Neutrals | -0.74% | 25,052 |
| Blue | -1.26% | 14,324 |
| Grey | -1.66% | 4,755 |
| Yellow | -2.56% | 1,319 |
| Pink | -4.08% | 7,917 |
| Purple | -4.57% | 1,255 |
| Red | -8.76% | 11,459 |
| Orange | -10.19% | 1,029 |
What the Numbers Reveal
1. White is the #1 resale performer
Surprising? Maybe not. Most buyers love the aesthetic of white but are terrified to actually use white bags. Colour transfer, denim dye, stains—white is a collector shade, not an everyday-carry shade.
That means white bags stay pristine, circulate less in the wild, and command a strong premium on the secondary market.
2. Black remains undefeated
A black bag is a closet staple. Always wearable, always in demand, always in rotation. No shock here: black carries a +3.31% premium across nearly 63,000 data points.
Chanel lovers, you knew this already.
3. Green unexpectedly comes in strong
The sleeper hit of the dataset is green.
This doesn’t mean neon Kermit or lime highlighter shades. Think olive, sage, deep forest—the kinds of greens dominating quiet luxury aesthetics.
Green offers personality without the commitment of brighter colours—making it a smart long-term value holder.
4. Brown performs well because LV exists
Let’s be honest: the success of brown in resale is thanks to Louis Vuitton’s Monogram and Damier canvases, which dominate the brown category and have cult-level staying power.
5. Neutrals underperform slightly
Surprisingly, “neutrals”—meaning beige, tan, and cream—show a slight negative premium. Likely because:
- Too many brands produce too many beige bags
- Beige marks and ages in unpredictable ways
- Saturation dilutes uniqueness
6. Blue and grey sit in the middle
These colours aren’t controversial—they’re just not resale favourites. They often require “the right buyer,” meaning they sit longer on resale platforms and move at slightly lower prices.
7. Warm brights get punished hard
Yellow, pink, purple, red, orange—all have negative premiums, with red and orange hit the hardest.
This was the redditor’s conclusion:
“Cute for you, but not for me.”
Translation: people love seeing bold colours online, but fewer people want to buy them secondhand.
The Larger Trend: Quiet Luxury Dominance
The data supports what fashion insiders already know:
Quiet luxury isn’t just a trend—it’s a resale strategy.
Whites, blacks, olives, browns, taupes: these shades are timeless, understated, and extremely wearable. They transcend seasons.
Loud colours—fuchsia, tangerine, scarlet—may spike during certain trends, but they rarely have staying power.
In a market where buyers think about cost per wear and resale longevity, quiet colours win.
Why Colour Matters More Than Ever
In today’s resale market, colour can influence:
- Time on market
- Buyer pool size
- Likelihood of impulse purchase
- Long-term value retention
For buyers who treat handbags as assets—or simply want to buy smart—understanding colour premiums becomes as important as knowing the model, brand, and leather type.
What About Brand-Specific Colour Behavior?
The dataset teased a deeper question:
Does colour performance change by brand?
- Is Hermès orange actually hurtful to resale?
- Does Chanel black outperform everything?
- Does LV brown dominate because of monogram?
The Reddit researcher hinted that brand-by-brand breakdowns are coming next, and those results might challenge long-held assumptions.
Imagine:
- Hermès Vert Cypress outperforming Orange H
- Chanel beige caviar trailing behind black
- LV Monogram crushing Damier Azur
Those insights could rewrite the rules of handbag investment.
What This Means for Buyers Today
If you’re collecting with resale in mind, the data offers a clear playbook:
Best Colors for Value Retention
- White
- Black
- Olive/sage (green)
- Brown/monogram
Colours With Stable Wearability but Not Premiums
- Blue
- Grey
- Beiges
High-Risk Colours (Lowest Resale Value)
- Red
- Orange
- Purple
- Bright pink
These shades are beloved for personal style—but the market treats them as passion purchases, not investments.
What This Means for Sellers
If you’re listing a white, black, or green bag? Price confidently.
If you’re listing a red, orange, or purple one? Expect more negotiation and a narrower buyer pool.
Final Thoughts: Colour Is Emotional, but Resale Is Rational
Handbag shoppers pick colours based on emotion—but the resale market behaves economically. What feels bold, expressive, or fun today may not hold the same appeal to buyers years later.
This massive dataset gives us a rare glimpse into the psychology of resale value:
- Buyers default to safe colours.
- They want versatility.
- They avoid risk in pre-loved purchases.
So while you should always buy what sparks joy, if you’re thinking long-term, let the numbers guide you.
And in this case, the math is clear: Quiet luxury wins the colour war.
