The Impact of Vinted & Second-Hand Fashion on E-Commerce

Gone are the days when second-hand shopping was just a hobby for thrift store hunters or a way to snag a unique vintage find. Today, it’s a booming segment that’s reshaping the entire fashion e-commerce landscape. 

This isn’t just about affordable fashion anymore; second-hand marketplaces are increasingly focused on high-end, premium brands, and it’s changing the rules of the e-commerce fashion game. As luxury shoppers lean into sustainability and value, premium fashion labels are under pressure to adapt or risk being outpaced by second-hand retailers. Let's dive into the numbers and trends driving this shift and why high-end brands should pay close attention.

The Second-Hand Revolution, Now Eyeing Premium Fashion

It’s clear that the second-hand market is no longer limited to budget shoppers or those looking for unique vintage finds. The industry has grown into a powerhouse, reshaping how luxury and premium fashion are consumed. Platforms like Vinted, which started with everyday resale items, are now attracting consumers interested in high-end brands at a fraction of the price. According to Vinted's 2023 Impact Report, there’s a notable consumer shift toward second-hand luxury, with a significant portion of users seeking out designer items that offer both quality and affordability¹ .

In fact, 65% of Vinted shoppers reported they’d rather invest in fewer, more expensive fashion items that are built to last, but they’re increasingly turning to second-hand platforms to make these purchases². This shift is reshaping how consumers perceive luxury fashion, making platforms like Vinted and The RealReal serious competitors to traditional high-end retailers.

Premium Brands at Risk of Being Outperformed

The numbers speak for themselves. The second-hand market, especially for luxury goods, is experiencing exponential growth. In France, a market known for its love of high fashion, the share of second-hand purchases skyrocketed from 11.3% in 2019 to 17.8% in 2023, reflecting a massive consumer embrace of resale culture³.In Europe overall, Vinted has even surpassed traditional fashion giants like Zara and H&M in online brand rankings, showing just how disruptive the platform has become.

But it’s not just fast fashion that’s feeling the heat. High-end fashion brands are facing increasing competition as consumers realise they can score nearly pristine designer pieces at unbeatable prices on resale platforms. The appeal is undeniable: access to premium quality and iconic brands at significant savings, all while feeling good about making a sustainable choice.

Why Consumers Are Embracing Second-Hand Luxury

One of the main drivers behind the popularity of second-hand luxury fashion is value for money. Nearly half of Vinted’s users said they opt for second-hand items because they’re more affordable than buying new. Moreover, 84% of those buyers believe that the quality of pre-owned fashion is as good as — if not better than — brand new¹ .

This consumer confidence in second-hand quality is crucial. Premium shoppers, who once shied away from pre-owned items, are now enthusiastic participants in the resale market. This isn’t just about price; it’s about the growing awareness that second-hand shopping offers sustainability without sacrificing style or quality. Luxury shoppers are now more conscious of their environmental impact, and buying second-hand allows them to enjoy guilt-free indulgence.

High-End Fashion: A Wake-Up Call

For premium brands, the message is clear: adapt or risk getting left behind. Vinted and similar platforms are not only competing with traditional retailers on price but also on consumer values like sustainability and quality. According to the Vinted Impact Report, the platform saved an impressive 680 kilotonnes of CO2 in 2023 alone, as shoppers chose second-hand over new¹ . This statistic isn’t just a feel-good number; it’s driving consumer loyalty and shifting buying habits.

Luxury fashion brands must now contend with a reality where their primary competition isn’t just other high-end labels but second-hand platforms that have made premium fashion more accessible. The exclusivity of luxury fashion, which once relied on scarcity and high price points, is being challenged by the idea of circular fashion. If high-end brands don’t innovate and incorporate elements of resale or sustainability into their strategies, they could see a steady erosion of their market share.

‍

The Rise of “Mixers” and What It Means for Premium Brands

One of the most interesting developments is the emergence of “mixers” — consumers who blend new and second-hand items seamlessly in their wardrobes. This group is growing fast, with 24% of UK shoppers and 28% of French shoppers identifying as mixers¹ . These consumers are redefining what it means to shop luxury, often splurging on select high-end pieces while hunting for deals on second-hand platforms for the rest.

This evolving consumer behaviour offers both a challenge and an opportunity for premium fashion brands. On one hand, mixers are a reminder that luxury consumers are becoming more flexible and value-driven. On the other, they present an opportunity for brands to cater to this hybrid demand. By offering their own certified pre-owned collections or collaborating with resale platforms, luxury brands could tap into this growing market segment.

Strategies for High-End Brands to Stay Competitive

1. Invest in Resale Partnerships: Many premium brands are already exploring partnerships with second-hand platforms. Gucci, for instance, has teamed up with The RealReal to offer authenticated pre-owned items, blending luxury and sustainability in a way that resonates with modern shoppers.
2. Highlight Durability and Sustainability: Since many second-hand shoppers value quality and longevity, luxury brands should emphasise the durability of their products and their commitment to sustainable practices. This can help justify higher price points and attract consumers who are willing to invest in pieces that stand the test of time.
3. Enhance Online Experiences: As Vinted and similar platforms continue to gain traction, high-end brands need to elevate their digital presence. Offering virtual try-ons, personalised recommendations, and exclusive online content can provide an edge in this highly competitive space. With Bravada’s expertise in paid advertising and digital experience optimization, we can help your brand create immersive online shopping experiences that attract and retain luxury shoppers.
4. Leverage Paid Advertising: To stand out in the crowded e-commerce landscape, high-end brands must invest in targeted paid advertising strategies. Bravada specialises in crafting high-impact ad campaigns that reach the right audience at the right time. By using data-driven insights and creative ad placements, we can help premium brands effectively showcase their unique selling points, drive traffic to their online stores, and convert browsers into loyal customers.

Ready to Take Your Paid Ads Strategy to the Next Level? Contact us at hello@bravada-uk.com

If you’re serious about getting in front of the right audience and making your brand stand out in an evolving fashion landscape, Bravada is here to help. Our innovative approach to paid marketing can ensure your brand reaches shoppers who value both luxury and sustainability.

‍

Sources:

1. Halama, Heide. Vinted Impact Report 2023: Second-hand Replaces New Clothes in Europe. Fashion News UK, June 20, 2024.
2. Vinted. Vinted Impact Report 2023. June 2024.
3. The Vinted Tidal Wave: A Second-Hand Essential. NIQ, June 10, 2024.
4. Gucci & The RealReal Announce A Game-Changing Partnership. British Vogue, October 6, 2020.

‍