The second-hand app Vinted is today one of the leading platforms for resale between private individuals. Alongside legitimate trade, a growing trend is now being highlighted where clothing from e-commerce companies such as Shein, Temu and AliExpress is sold under false pretenses.
According to a review by Femina, newly produced low-price garments are frequently marketed as "vintage" or "retro", sometimes at prices exceeding the original new price of the item. Selling second-hand fast fashion is perfectly acceptable on Vinted, but deliberately concealing the garment's origin or stating an incorrect brand violates the guidelines.
The problem is widespread internationally and has been debated in both European media and on forums such as Reddit. Users testify to widespread frustration:
It wouldn't be a problem if people were just honest and wrote that the garments came from Shein, one user states.
To circumvent Vinted's requirements, sellers often state "unknown" brand or use generic terms such as "vintage love". Furthermore, size and care labels are often omitted to make it difficult for the buyer to identify the origin, and in some cases, professional product images from the internet are used instead of own photographs.
Vinted is clear that incorrect marketing is not accepted on the platform:
Using a brand to create false descriptions or untrue marketing violates trademark law and is prohibited on our platform.