Resale boom and value retail strategies are redefining fashion spending

Rising costs of living across Europe are accelerating a structural shift towards resale, with Vinted emerging as a key beneficiary.

The platform reported a gross merchandise value of 10.8 billion euros, an increase of 47 percent compared to the previous year. At the same time, revenue climbed by 38 percent to 1.1 billion euros. Founded in Lithuania in 2008, the company has grown rapidly across Europe. The UK is the second largest market after France with more than 16 million users.

Growth was supported by expansion into categories such as books, games and homewares, as well as continued international launches. However, profitability declined. Adjusted earnings fell by five percent to 151 million euros. This reflects ongoing investments in logistics through the Vinted Go division, as well as efforts to strengthen its position in competitive markets such as Germany.

Strategic adjustments in retail

At the same time, price-oriented retail is forcing major fashion chains to reorient themselves strategically, as The Times reports. Irish fashion retailer Primark has expanded its digital presence with the launch of a UK click-and-collect app. The company is expanding a service that was first introduced in 2022. The move signals a cautious turn for a retailer that has long resisted e-commerce. The reason for this was the low margins of its low-price model.

Primark, which is part of the conglomerate Associated British Foods, operates more than 450 stores worldwide. However, the company is under increasing pressure from extremely cheap online competitors such as Shein and Temu. In addition, core customers spend less on non-essential items.

As inflation changes purchasing behavior, both resale platforms and price-focused retailers are adapting their models to attract increasingly cost-conscious shoppers.