Dear sustainability manager_ have you ever searched for your own brand on Vinted?
A while ago_ I sat down with the sustainability manager of a medium-sized Dutch clothing brand. We discussed circularity_ material choices and ambitious sustainability goals for 2030. At one point_ the conversation turned to the second-hand market and its potential relevance.
I took out my phone and opened Vinted. I typed in the brand name. Hundreds of results appeared. I could have kept scrolling indefinitely. He looked visibly surprised. “I_ve actually never checked to see if our brand is on here.”
The market that already exists
What is particularly striking is how often this occurs. Many brands have little insight into what happens to their products post-sale. Some are aware but consider it a distant issue.
Some organisations are fully aware that their products are being resold on a massive scale_ yet they choose to ignore it. Meanwhile_ tens of thousands of marketing euros are spent daily on advertisements to acquire new customers. They invest in creating demand_ while a visible and active demand already exists on second-hand platforms. This is a missed opportunity_ to say the least.
The second-hand fashion market is now in full swing. Vinted_ Sellpy and Vestiaire Collective are no longer niche platforms. For a growing number of consumers_ the search for a brand starts there_ not on the brand_s own website.
Almost no greater compliment
When your brand is listed hundreds of times_ it says something fundamental. It means someone considers your product worth keeping_ photographing and reselling. This is not something one does with an item that falls apart after a single season_ or with a product believed to be worthless.
Being resold is_ in my opinion_ one of the greatest compliments a brand can receive. It shows that your product has quality_ that it remains relevant and that your brand is recognisable enough to be actively searched for.
Above all_ however_ it is an economic opportunity. There is clearly a secondary market for your product. People are willing to pay for a pre-loved item. This means you are not just selling a product; you are also creating residual value.
What you can see
My advice? Take some time to scroll through those listings. A closer look reveals more than just second-hand clothing. You can see how consumers frame your product. You see the words they use and the features they highlight.
“Lasts a long time” “Original price X” “Barely worn.”
That is unfiltered feedback_ directly from users. You do not need to hire expensive research agencies for this. It is authentic.
You also see which items repeatedly appear. You can identify which categories remain popular and which pieces retain their value. This information is directly relevant for product development_ pricing and your circular strategy. Second-hand platforms are therefore a goldmine of data.
Circularity in practice
More often than not_ discussions within sustainability departments revolve around material choices_ supply chain transparency and scope one_ two and three emissions. Rightly so. Product lifespan_ however_ is at least as crucial for determining impact.
Resale makes that lifespan visible. You can see whether products remain desirable_ if they retain their quality and if they are chosen again. That is circularity in practice.
Brands like Patagonia and Levi's have understood that resale does not have to be a threat to new sales. It can be an extension of your brand and a way to reach new audiences and remain relevant in a changing market.
Start simple
We like to make circularity a grand_ strategic affair with multi-year plans_ pilots and frameworks. Yet_ part of the answer is already visible. Open Vinted and search for your brand name.
What you see there is not a side issue. It is not a peripheral phenomenon. It is an existing market where your brand is already active. The question is not whether resale is relevant. The question is what you are going to do with it.