Vinted Got to Checkmate in the Vintage Reselling Game
It’s the first second-hand marketplace to advertise on Italian TV — here’s why this marketing choice affects you too.
On the first day of January, my mom sent me a couple of links on WhatsApp. They were her Fendi findings on Vinted. I would usually reply with a generic “nice!” and go along with my life, but I was surprised that the links came from Vinted.
For those of you who are not familiar with the name, Vinted is a second-hand marketplace start-up based in Lithuania. It’s now active in twelve European states and in the United States. To my knowledge as a vintage hunter, Vinted was not available in Italy. So, I replied to my mom that Vinted was great, but you could not buy from Italy.
She texted me: “They make ads on TV.”
How Vinted entered the Italian market
Two days ago, I grabbed a takeaway coffee at a cafeteria. The TV was on, and the Vinted ad was playing.
The ad is very simple and it lasts 20 seconds. The company decided that they would appeal mostly to women — two young girls with crowded wardrobes show people how easily the app works. They repeat twice that Vinted is different from other selling platforms, that…
