"Asset-Value Thinking" Rising in Inflation Era: SNKRDUNK Launches "Collection" Feature for Real-Time Market Value Tracking
SODA Inc., operator of SNKRDUNK, has launched a new feature called "Collection" that enables users to track the real-time market value of their belongings. This responds to the growing trend of viewing purchases as assets amidst rising prices.
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- 📰 Published: April 22, 2026 at 21:00
- 🔍 Collected: April 23, 2026 at 00:02 (3h 2m after Published)
- 🤖 AI Analyzed: April 23, 2026 at 07:24 (7h 22m after Collected)
SODA Inc. (Headquarters: Shibuya-ku, Tokyo; CEO: Yuta Uchiyama), operator of the sneaker and luxury brand marketplace "SNKRDUNK" (hereinafter referred to as "Snkrdunk"), has announced the launch of a new feature called "Collection" on Wednesday, April 22, 2026. This feature allows users to grasp the market value of their belongings in real-time.
### Background of the "Collection" Feature
The domestic reuse market in Japan has reached 3.2628 trillion yen, marking 15 consecutive years of growth. Trading second-hand goods has become a standard part of people's daily consumption cycle. Notably, the fashion sector is growing rapidly: "brand items" expanded by 15.7% year-on-year to 423 billion yen, and combined with "clothing and accessories" at 639.2 billion yen, the sector exceeded 1 trillion yen for the first time in 2024. The proliferation of flea market apps has significantly lowered the barriers to individual-to-individual trading, fueling this growth.
At Snkrdunk, the number of second-hand apparel transactions has more than doubled year-on-year, showing a rapid surge. Behind this trend lies not just a desire to save money, but the spread of sustainable values such as "circulating items." The concept of "selling after using" rather than just "buying and finishing" has become a generalized consumption habit.
According to a Snkrdunk survey, approximately 60% of consumers consider purchased items as "savings" or "assets" that can be converted back into cash in the future. There is a strong awareness of "owning items with value" rather than just buying them for use.
Furthermore, about 60% of respondents felt that the existence of "resale value"—the value when reselling a purchased item—lowers the threshold for purchasing even high-priced items. Knowing that there is a possibility to sell in the future makes it easier for people to make aspirational purchases. Decision-making is increasingly based on "the net cost" rather than just "the purchase price."
When asked about key points for ease of selling, the most common answer was "high demand price in the market," followed by "rarity" and "brand power." People judge purchases based on whether they can sell properly and at what price.
Despite rising inflation leading to overall frugal behavior, there is a trend toward "Merihari (selective) consumption," where people spend significantly on hobbies or luxury/premium items they care about, and "Premium consumption," where they pay for added value they appreciate.
In this context of prioritizing satisfying expenditures, consumption behavior conscious of "resale value" has become common. This has led to the establishment of "Market Price Thinking," where people judge from the point of purchase whether an item will sell, focusing on the "net cost."
Supporting this data, approximately 75% of respondents answered that they "want to know the market price of the items they own." This shows that many consumers want to know the current value of their belongings.
Furthermore, about 70% of respondents stated that they continue to monitor market prices on flea market apps after purchasing, even if they have no immediate plans to sell. Market information is not just for the point of sale but is information people want to track while owning the item. This value of "Market Price Thinking" is established across all generations.
Thus, items like clothes, bags, and accessories are increasingly being treated like "savings" or "assets" that can be liquidated later. This behavior of trading while maintaining "Market Price Thinking" is defined as "Item Investment," which has become established regardless of generation. "Item Investment" refers to the behavior of using items one loves or cares about carefully while selling them later without a significant drop in value.
Among those who check market prices, about 60% responded that they feel it is "inconvenient" to grasp the market price. Common reasons include the effort required to search for recent sale prices on flea market apps or using keywords.
### Background of the "Collection" Feature
The domestic reuse market in Japan has reached 3.2628 trillion yen, marking 15 consecutive years of growth. Trading second-hand goods has become a standard part of people's daily consumption cycle. Notably, the fashion sector is growing rapidly: "brand items" expanded by 15.7% year-on-year to 423 billion yen, and combined with "clothing and accessories" at 639.2 billion yen, the sector exceeded 1 trillion yen for the first time in 2024. The proliferation of flea market apps has significantly lowered the barriers to individual-to-individual trading, fueling this growth.
At Snkrdunk, the number of second-hand apparel transactions has more than doubled year-on-year, showing a rapid surge. Behind this trend lies not just a desire to save money, but the spread of sustainable values such as "circulating items." The concept of "selling after using" rather than just "buying and finishing" has become a generalized consumption habit.
According to a Snkrdunk survey, approximately 60% of consumers consider purchased items as "savings" or "assets" that can be converted back into cash in the future. There is a strong awareness of "owning items with value" rather than just buying them for use.
Furthermore, about 60% of respondents felt that the existence of "resale value"—the value when reselling a purchased item—lowers the threshold for purchasing even high-priced items. Knowing that there is a possibility to sell in the future makes it easier for people to make aspirational purchases. Decision-making is increasingly based on "the net cost" rather than just "the purchase price."
When asked about key points for ease of selling, the most common answer was "high demand price in the market," followed by "rarity" and "brand power." People judge purchases based on whether they can sell properly and at what price.
Despite rising inflation leading to overall frugal behavior, there is a trend toward "Merihari (selective) consumption," where people spend significantly on hobbies or luxury/premium items they care about, and "Premium consumption," where they pay for added value they appreciate.
In this context of prioritizing satisfying expenditures, consumption behavior conscious of "resale value" has become common. This has led to the establishment of "Market Price Thinking," where people judge from the point of purchase whether an item will sell, focusing on the "net cost."
Supporting this data, approximately 75% of respondents answered that they "want to know the market price of the items they own." This shows that many consumers want to know the current value of their belongings.
Furthermore, about 70% of respondents stated that they continue to monitor market prices on flea market apps after purchasing, even if they have no immediate plans to sell. Market information is not just for the point of sale but is information people want to track while owning the item. This value of "Market Price Thinking" is established across all generations.
Thus, items like clothes, bags, and accessories are increasingly being treated like "savings" or "assets" that can be liquidated later. This behavior of trading while maintaining "Market Price Thinking" is defined as "Item Investment," which has become established regardless of generation. "Item Investment" refers to the behavior of using items one loves or cares about carefully while selling them later without a significant drop in value.
Among those who check market prices, about 60% responded that they feel it is "inconvenient" to grasp the market price. Common reasons include the effort required to search for recent sale prices on flea market apps or using keywords.