The so-called resell market, which buys and resells hard-to-find items such as limited edition products, is growing rapidly, and global brands have taken action to prevent this.
Since last month, Nike Korea has added a clause to its terms of use that prohibits purchases for resell purposes.
"Nike is a platform whose sole purpose is to sell its products to end consumers, and the purchase of products for resale is strictly prohibited."
If the purchase for resale is confirmed, it has been announced that purchase restrictions, order cancellation, and account suspension will also be imposed.
This applies to vendors who win limited edition products by lottery and then resell them immediately after paying more.
Hermès Korea also recently included a clause prohibiting resale involvement in its terms and conditions, and Chanel requires ID when purchasing products or receiving after-sales service to prevent resell.
However, it is pointed out that resell is a transaction between individuals, and there is no legal basis to prevent it from being purchased and then sold for personal use.