What we see as the challenge is to convert people to a mindset to first look at second-hand before looking at new.” “Everybody is helping to develop the market,” he says. But Plantenga believes the real competition is shoppers buying new clothes. Vinted must also compete against direct rivals, such as Depop in the UK, and general marketplaces, such as Ebay, as well as against retailers that, like H&M, have set up second-hand shops. Old clothes, new business: a shopper in Belgium consults the Vinted app © BELGA MAG/AFP via Getty Images Research suggests that second-hand fashion currently represents just 3-4 per cent of the total apparel market. “Second-hand is still a drop in the ocean,” says Thomas Plantenga, Vinted’s chief executive. While hundreds of other start-ups are slashing jobs, Vinted is one of the few still hiring. In the midst of the cost of living crisis, the company’s mantra of making “second-hand fashion the first choice” seems to resonate. Over the past decade, it has struck out from Vilnius to conquer countries including France, Germany and the UK, with Canada and the US next on its list. Vinted is now Europe’s biggest app for buying and selling used clothes.
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