I’ve been trying to put a name to the thing that makes resellers accidentally walk right past great inventory, and the best term I’ve got is brand blindness. It’s when you skip over desirable items simply because you don’t realize they’re good—and then you turn around and buy “good brands” that end up becoming fossils in your store. I show you exactly what I mean with real sell-through rate examples (like a Patagonia piece with a surprisingly low STR compared to a “boring” Chaps top with a much higher STR), and I talk about how I’ve had to cure this in my own business after sitting on piles of Anthro, Free People, Athleta, and more. The fix is simple, but it’s not always easy: I stop sourcing based on how I feel about a brand and start sourcing based on the data. In the video I walk through four ways to find undervalued BOLOs in “bad” brands: factor-stack your comps so you get clean data, deep dive the brands you see the most (not the ones YouTube tells you to chase), deep dive a style aesthetic (because sometimes brand doesn’t matter at all), and focus on quality/value factors that raise demand across brands. I also share a few “shockingly high STR” searches to get your brain thinking in factors instead of labels so you can walk into any thrift store with way more confidence.