What moved (Jul '25 – Jun '26)
| Metric | Jul 2025 → Jun 2026 | Change |
|---|---|---|
| Awareness | 88% → 93% | +5pp |
| Consideration | 66% → 72% | +6pp |
| Investigation | 58% → 64% | +6pp |
| Claimed Usage | 48% → 56% | +8pp |
What's behind the growth
In the category, the competitor average across these metrics, has remained stable over the same time period among females. Vinted has been focused on moving beyond being seen as just a fashion resale app, growing their CEP’s with consumers.
The brand has been running its New Eras Again campaign across UK TV, online and social, positioning second-hand as the smart, sensible choice for everyday life rather than a niche habit, building on its first brand platform, New Again, which widened the brand's identity and relevancy beyond clothing.
That UK brand positioning sits alongside real commercial scale, with the group reporting €10.8 billion in GMV and €1.1 billion in revenue for 2025. Also one to watch: Vinted has just taken that same model and launched in Australia on 1 July 2026, partnering with Australia Post on a nationwide "Don't wear it? Sell it!" push - one to watch!!
