What's Happening?
Vinted, a leading second-hand fashion marketplace, has launched a new TV series called RE/style, which combines ecommerce with entertainment. The six-part competition series, airing on Prime Video, features emerging designers creating high-fashion looks using only second-hand items. Hosted by Emma Willis, the show aims to position second-hand fashion as aspirational and mainstream. The series finale will showcase the winning designer's collection at London Fashion Week, with profits from sales donated to Oxfam. This initiative is part of Vinted's strategy to deepen brand engagement and expand its audience.
Why It's Important?
The launch of RE/style represents a strategic move by Vinted to elevate the perception of second-hand fashion, aligning with growing consumer interest in sustainability. By integrating entertainment with ecommerce, Vinted is not only enhancing its brand visibility but also encouraging circular fashion practices. This approach could influence the broader fashion industry, prompting other brands to adopt similar strategies. As the second-hand market continues to grow, Vinted's initiative may set a new standard for how preloved fashion is marketed and consumed, potentially reshaping consumer habits and industry norms.
What's Next?
Vinted plans to expand the RE/style concept across Europe, including France, Spain, and Italy, aiming to shift perceptions of second-hand fashion on a larger scale. The company will continue to leverage multi-channel marketing strategies, including influencer partnerships and social media campaigns, to drive engagement. As the series gains traction, it may inspire other fashion brands to explore similar content-driven marketing approaches, further integrating sustainability into mainstream fashion narratives.
