London: Vinted, Europe’s leading second-hand marketplace, introduces its first brand platform ‘New Again’, promoting personal style and sustainability. The campaign, launching in February across Europe, highlights the joy of pre-loved items, reflecting a shift in consumer behaviour towards second-hand shopping.
Vinted, Europe’s leading second-hand fashion marketplace, has unveiled its first-ever brand platform, titled ‘New Again.’ This initiative marks a significant evolution in Vinted’s identity within the pre-loved items market. The rollout of this refined branding will occur gradually across Vinted’s communications and visual identity over the coming months.
The brand concept of ‘New Again’ encapsulates the feelings associated with second-hand shopping, which includes the pride derived from making a great find and the joy of a successful sale. It promotes the idea of reinventing personal style and championing the sustainable aspects of fashion consumption. Vinted’s new tagline highlights the reuse and reinvention potential of second-hand goods, celebrating the experience of items transitioning from one user to another. The company asserts that everything can be considered “New Again” for someone else.
Recent insights from Vinted’s latest Impact Report indicate a rising trend in second-hand consumption, with 65% of Vinted members claiming that at least a quarter of their wardrobes comprises second-hand pieces. This shift is indicative of broader changes in consumer behaviour, with second-hand shopping evolving from an alternative choice to a mainstream practice. The brand aims to connect with consumers on a deeper level by recognising and celebrating their contributions to this trend and the personal achievements associated with selecting pre-loved items.
Emma Sullivan, Vinted’s Creative Director, explained, “The best ideas are simple, genuine, and inspiring. With ‘New Again,’ we’re shining a light on our members’ experiences and turning them into stories. ‘New Again’ is all about renewable joy, potential, and value. It’s a hopeful concept that will shape our brand’s creative journey for years to come,” as noted in Marketing Communication News.
The campaign’s production involved an ambitious four-month process in collaboration with production company 100%. A total of 38 characters were filmed across a variety of meticulously chosen locations, with the production team employing creative techniques to transform these spaces into different ‘worlds.’ This approach ensured a cohesive presentation across multiple formats while providing tailored content suitable for various platforms. Ultimately, the campaign yielded over 350 high-quality deliverables.
The promotional efforts for the ‘New Again’ campaign are set to commence in February in the UK and France, with subsequent launches planned in Spain, Italy, and Poland in the subsequent months. The campaign will be featured on television as well as on various online and social media platforms, aiming to reach a wide audience across multiple European nations.
Source: Noah Wire Services
