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Sensor Tower · Seema Shah · July 2024
How Vinted is Threatening Vestiaire Collective’s Path to Profitability
Vestiaire Collective has faced challenges from Vinted's rise in the second-hand luxury fashion space. Despite resilience in user engagement in Italy, Vestiaire's largest market, cross-app usage data suggests that Vinted is becoming increasingly popular amongst Vestiaire users in the market, signaling competition may intensify.
Key Takeaways:
Kering-backed Vestiaire Collective, which has seen a 5% YoY decrease in MAUs in 1H24 across Europe, has launched a crowdfunding campaign earlier this year, with the aim of reaching profitability by year-end and potentially going public
However, Vinted’s foray into second-hand luxury fashion is threatening Vestiaire Collective’s dominance, with cross-app usage with Vinted increasing significantly among Vestiaire Collective users in Europe in recent quarters
In France, 81% of Vestiaire Collective Users used Vinted in 2Q24 - More than Facebook - and up 8 ppts since 2Q22
Vinted's rise is impacting Vestiaire Collective beyond France, with Vinted’s MAUs in the UK up 29% YoY in 1H24, while Vestiaire Collective and Lounge by Zalando saw a combined decline of 28%
In Italy, Vestiaire Collective’s largest market by MAUs through YTD 2024, the app has shown resilience in engagement. However, cross-app usage with Vinted, which reached 68% in 2Q24 (an increase of 8 ppts YoY), suggests that competition may continue to intensify this year
Luxury and designer clothing brands have increased their targeting of Vestiaire Collective users post-pandemic. Brands like Prada, Birkenstock, and Hugo Boss have boosted their advertising impressions served to Vestiaire Collective users by over 100% in the past 90 days compared to the previous 90 days
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