Vinted: In which direction is fashion luxury going?

Recently, second-hand has established itself as one of the preferred markets for fashion luxury consumers. Primarily because many do not have the spending power necessary to buy luxury items at list prices, either on e-commerce sites or in boutiques. Fortunately, there are many alternatives: sales, but especially second-hand markets and marketplaces. Following the wave of success of platforms such as Depop, Vestiaire Collective, and Grailed, the French platform Vinted, founded in 2020, has become the true reference point for this well-segmented market. Vinted is currently available in France, Germany, Belgium, Spain, the Netherlands, Austria, Poland, the Czech Republic, Lithuania, Luxembourg, the United Kingdom, and the United States—though not all countries can conduct transactions with each other. For example, in Italy, it is not possible to carry out transactions of any kind with users residing in the United Kingdom or the United States. Vinted, now the largest international consumer-to-consumer online marketplace in Europe dedicated to second-hand fashion, has published its first Luxury Trend Update, offering an analysis of the behavior of second-hand luxury buyers.

One of the most interesting aspects that emerged from the report concerns Louis Vuitton, Chanel, and Gucci: they are the best-selling luxury brands on Vinted, with the former standing out for its quick sales. The Vinted community also shows a strong preference for Hermès, Dior, Saint Laurent, and Prada. Comparing purchasing behaviors to last year, the popularity of Cartier has increased, while interest in Balenciaga has decreased, showing that the brand led by Demna Gvasalia has lost much of its allure. «Even though the top ten luxury brands sold on Vinted occupy all European markets, there are still clear differences in buying and selling methods. For example, Italy is more oriented towards selling second-hand items. Therefore, there are many more sellers than buyers. On the contrary, France reveals itself as a country with many more buyers than sellers,» said Cécile Wickmann, Senior Director of Luxury at Vinted.

The analysis delved much deeper. The platform managed to focus on the most appealing items for each country. Wickmann continued: «Users from the Netherlands are constantly looking for high-end loafers. The British, on the other hand, are more interested in black luxury items». Following Vinted’s report, you should know that the probability of a Dutch person rather than a French person buying your loafers for sale is quite high. Vinted’s research revealed much more: for example, each country is attached to its “own” brands. Cécile Wickmann pointed out that «The best-selling luxury brands in France are Chanel, Hermès, and Dior. Mulberry is among the top three best-selling brands in the United Kingdom, while the Burberry Bridle Tartan Check Bag stands out as one of the most appealing items in the first months of 2024. Fendi and Gucci are among the best-selling luxury brands in Italy, while Loewe is preferred by fashion enthusiasts in Spain».