Vinted Introduces ‘Re~invinted’, a Data-Powered Campaign that Reveals the Culture Behind Second-hand Trading

Vinted, Europe’s international online C2C marketplace dedicated to second-hand fashion and more, is launching ‘Re~invinted’ — a campaign and website experience in support of Vinted’s new creative platform “New Again”.

The New Again feeling is about the pride in a find, the joy in a sale. The freedom to reinvent ourselves without worry or waste. The promise of feel-good possibilities and fresh starts, again and again.

Re~invinted reveals the behaviours of the millions embracing the ever-expanding pre-loved phenomenon - those choosing second-hand over ‘new’ in favour of shopping, selling, and saving on their own terms.

The campaign spotlights the unique habits driving the community, reflecting the mindsets of buyers and sellers of differing tastes, desires, and motivations.

As part of the experience 32 unique personas were identified, each representing a different pre-loved mindset, ranging from things like: ‘Negotiator’, ‘Hotshot’, ‘Sneakerhead’, ‘Retroholic’, ‘Bundler’, ‘Novelist’, and many more.

The Re~invinted campaign is supported by real member data, showcasing insights like…19% of sales start with a DM, sellers are most open to offers between 6pm and 9pm, and 30% of all Members have only 5-star reviews.*

Visitors can also do a playful quiz, designed to connect them with their very own shareable ‘Pre-loved Personality’ and the most relevant insights called “Vin-sights”, to match their taste.

Vinted’s campaign presents a wealth of never-before-shared data that challenges preconceptions of the second-hand world, such as access to luxury fashion, high-quality products, and a broad range of items beyond fashion. It also supports the brand position that anyone can find what they love, and make it New Again.

Available across the UK, France, Poland, and Germany, this playful content is designed to drive users to the experience and generate broader hype for the campaign.

The Re~invinted site goes live on the 3rd of February in the UK, France, Poland, and Germany. The campaign and website experience is a collaboration of Vinted with Stink Studios.

Emma Sullivan, Creative Director at Vinted, said: “At Vinted, we’re all about making the most of what we already have because when an item that isn’t brand new is sold, it becomes new again to the person who buys it. Rather than presenting people with a retrospective view of what happened on the platform last year, this campaign is about helping people understand their pre-loved personality and how they can use it to make the most out of Vinted in 2025 and beyond.”

*Insights based on Vinted data from 2023-12-01 until 2024-12-01