This finding is based on the company’s analysis of real-time consumer search patterns, which show that second-hand fashion is becoming an integral part of the shopping journey for many UK consumers.
According to MediaVision, second-hand fashion is “no longer niche,” as resale platforms such as Vinted are experiencing rapid growth, signalling a broader shift in consumer behaviour towards second-hand options.
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The news follows shortly after Vinted finalised a secondary share transaction totalling €880m, valuing the company at €8bn ($9.3bn) in equity.
The platform now ranks as the third-largest retailer in the UK based on revenue. MediaVision says this shows that resale has become a “default shopping journey” rather than a secondary choice.
MediaVision added that this shift does not only reflect the introduction of new options, but about consumers reconsidering how they balance value and sustainability. Retailers are also exploring secondhand, collaborating with resale platforms, introducing pre-owned collections and placing greater emphasis on sustainability across their lines and campaigns.
The trend indicates consumers are not reducing their attention to fashion overall but instead stretching their spending further by including secondhand options.
‘A fundamental change in consumer behaviour’
MediaVision PR expert Annabelle Sacher explained: “The shift towards resale is more than a trend, it’s a fundamental change in consumer behaviour. Shoppers are looking for smarter ways to engage with fashion, and brands that embrace resale, sustainability, and value-led options are the ones winning attention and loyalty.”
MediaVision’s research also shows that fashion continues to dominate retail-related online searches, accounting for 30% of total ecommerce search activity.
Within this category, while high-street brands still make up just under half of all fashion demand, the resale and preloved segments are showing the most significant growth.
Shoppers are incorporating second-hand purchases alongside new products, signalling a shift in spending habits as they look for ways to manage budgets during ongoing cost-of-living pressures.
Content expert Jacky Lovato added: “The trajectory isn’t surprising. We’re seeing a clear surge in the second-hand market, driven by the ongoing cost-of-living squeeze and broader shift towards more sustainable fashion. More broadly, there are early signs of a shift towards resale, with Vinted gaining while players like Shein decline.”
