The second-hand marketplace operator Vinted UAB has been around for 15 years. The company was founded by Milda Mitkuté and Justas Janauskas in Lithuania in 2008. Just one year later, Vinted expanded to Germany. Since then, numerous competing companies in the second-hand segment have been acquired: in 2020, the Dutch company United Wardrobe and the German fashion marketplaces Kleiderkreisel and Mamikreisel were involved, and Rebelle was added in the summer of 2022. Today, Vinted is one of the world’s leading second-hand marketplaces with 80 million registered members in 21 markets in Europe and North America.
In order to live up to its mission of “making second-hand the first choice worldwide”, the Vilnius-headquartered company also invests in the trust placed in the products it trades. FashionUnited spoke to Björn Holzhauer, Senior Brand Expert at Vinted, about the efforts the company is making to combat fakes, such as the Vinted Verification Hub in Hamburg, where products are checked for authenticity. After successful verification, you will receive your item with the corresponding inspection label. If the item does not successfully pass verification, it will be returned to the seller and may not be re-uploaded as Vinted has a zero-tolerance policy for counterfeits. The person making the purchase will then receive a full refund.
Mr. Holzhauer, what can customers keep in mind when buying so that they don’t fall for counterfeits?
Björn Holzhauer: When it comes to supposed bargains, I recommend being careful and paying attention to a few points. Before purchasing an item, you should take a look at the member’s profile and take a closer look at the reviews. You should also carefully examine the pictures of the desired item. If only one image was uploaded with the offer, it is worth asking for different perspectives or detailed shots.
I also recommend asking sellers questions about the item, for example to clarify the condition of the item. This means you can often tell whether it is a serious offer.
Another important point is the price/performance ratio: if the stated price is significantly below the usual market value, this could be considered a potential red flag. If you want to be on the safe side, it is now possible to have selected designer items from 100 euros verified by our team of experts for a fee of 10 euros. We want to offer Vinted members the opportunity to buy designer items without having to worry about authenticity.
How does the verification process work?
Members recognize offers that are eligible for item verification on the listing via a corresponding banner with a diamond symbol. Once you have decided to purchase, you can add item verification during checkout. Buyers pay a fee of 10 euros, while the service is free for sellers. The item is then sent by the seller to the Vinted testing center in Hamburg. After successful verification, you will receive your item with the corresponding inspection label, otherwise there will be a full refund.
What exactly does the team pay attention to during verification? How do you usually recognize counterfeits?
Various aspects play an important role in the verification of designer items. Each brand has different authenticity characteristics for each product from each category. We check some of these features, such as zippers, logos and hardware. Of course, the feel and smell of the materials are also important clues. Some brands also use serial numbers or hologram stickers as additional signs of authenticity. As soon as any of these aspects deviate from the norm, it is most likely a fake.
The most common features we notice are visual anomalies, such as poorly made zippers, incorrect logos and patterns, or poor quality packaging. But the material and its processing are also important indicators. The production of counterfeits, especially bags, is getting better and better. You should therefore no longer rely solely on the accessories or the invoice, as both can now be counterfeited very professionally. There are now counterfeits that are so well made that only well-trained experts with a lot of experience can recognize them.
How is second-hand shopping changing for the Vinted community?
When it comes to online second-hand shopping, the authenticity of items and the trust of members is an absolute priority – this should also be affordable for everyone. Since founding Vinted 15 years ago, our goal has been to make second-hand fashion accessible to everyone. That’s why we’ve worked hard to offer our new item verification service for designer items at an affordable price. This allows members to purchase higher priced products and invest in designer items without concerns about authenticity.