Vinted Impact Report shows “reshaping” of purchasing habits

It also highlighted that over 40% of its UK members maintain wardrobes consisting of 50% second-hand items. The platform also observed similar trends in Germany, France and Poland.

In 2022, WRAP found there were over 1.6 billion items of unworn clothing in wardrobes in the UK. However, according to Vinted’s Impact Report for 2023, there has been a shift in consumer behaviour towards “more sustainable and conscious” shopping practices.

It has said this shift is “reshaping purchasing habits” beyond Vinted, with members prioritising “longevity and quality” in clothing. Vinted’s report highlighted that 22% of Vinted’s users invest in higher-quality new fashion pieces to resell them in the future.

According to the platform, its guidelines “encourage thoughtful shopping, urging users to consider their wardrobe needs, set budgets and resist impulse purchases”.

Spontaneity

The report distinguished between conscious consumers and spontaneous shoppers within the Vinted community. It has highlighted those conscious consumers, who account for 19% of the user-base, are driven by “ethical considerations”, often choosing second-hand items to minimise environmental impact.

In countries like France and Germany, these percentages rise to 26% and 22%, respectively. These members typically reinvest earnings from sales into the second-hand market, according to the report.

On the other hand, 18% of Vinted members are characterised as being spontaneous shoppers. These individuals make “quick, impulsive” purchases. Despite this, these shoppers will also sell unwanted clothes, which Vinted has said contribute to the circular fashion economy.

Solution

Catherine David, director of behaviour changes and business programmes at WRAP, said: “We are all still buying too many new clothes while also throwing too many of our items away. Online pre-loved marketplaces like Vinted offer an excellent solution, representing a real step change for people looking to buy and sell items without the harsh environmental footprint.

“It is heartening to read that positive trends are emerging in consumer behaviour and attitudes towards buying and selling second-hand fashion on Vinted.”