Vinted could be well placed to expand its second-hand marketplace beyond fashion, as new YouGov data shows the platform is outperforming traditional retailers on key brand metrics.
The resale app has benefited from the growing popularity of second-hand shopping during the cost of living crisis, with YouGov Profiles data showing that a third of Britons buy used items at least once every three months.
Vinted has become one of the biggest winners from this shift, particularly in fashion, where it has built strong consumer recognition and appeal.
According to YouGov BrandIndex, Vinted recorded an Impression score of 27.3, more than double the average UK clothing and apparel brand score of 12.3.
The platform also significantly outperformed fashion retailers on Value, scoring 21.3 compared with an industry average of 3.5, while its Quality score of 13.7 was slightly ahead of the fashion sector average of 13.0.
Customer sentiment towards the marketplace was also strong, with Vinted registering a Satisfaction score of 24.3, compared with an average of 10.4 across clothing and apparel brands.
However, YouGov said fashion is only one of the categories Vinted is targeting as it looks to support the “normalisation of second-hand” shopping.
The company has already moved into areas such as technology and books, and YouGov data suggests its brand appeal could translate beyond clothing.
Vinted’s Impression score of 27.3 was ahead of both high street retailers, at 16.4, and general retailers, at 12.5.
The marketplace also performed strongly on Value, scoring 21.3 compared with 6.4 for both high street and general retailers.
Its Satisfaction score of 24.3 was also ahead of high street retailers at 15.2 and general retailers at 12.0.
Vinted underperformed high street retailers on Quality, with a score of 13.7 compared with 15.1, although YouGov noted that the platform is competing with new products while selling second-hand goods. It still scored higher than general retailers, which recorded 10.8.
The research also found that Vinted is more than twice as likely to be considered by consumers than brands across the clothing, high street and general retail sectors.
Vinted’s Consideration score stood at 33.9, compared with 9.4 for clothing and apparel brands, 15.3 for high street retailers and 12.5 for general retailers.
YouGov said the platform’s combination of low prices, broad product range and sustainability-led positioning could give it appeal well beyond fashion as demand for second-hand shopping continues to grow.
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