Vinted.

Net-positive consumption.

Global brand and product positioning.

Lithuania’s first unicorn was poised to expand beyond Europe and beyond fashion. They needed a brand & product positioning to match their ambition.

Our research revealed a contradiction. Over 80% of consumers felt guilty about waste, and yet global consumption was set to increase exponentially, and seemingly inevitably.

We identified a new enemy - not consumption, but disposability.

And a practical barrier - inconvenience - that Vinted was uniquely placed to overcome.

We captured both in a simple & powerful product promise: Vinted makes it easy for the world to make the most of what it already has.

Armed with data showing the positive environmental, societal and economic impact of shopping with Vinted, we positioned the brand around a cultural idea that transcends the category: Net-positive consumption.