The second -hand marketplace Vinted He has recently launched “New Again”its new brand and communication platform. With it, it seeks to strengthen its brand personality, reinforce their positioning in the category and remind consumers that their possibilities go beyond the sale of fashion items.
Deaded internally by the company’s team, the new platform makes the Discovery of the new the axis of your message. In this way, the second -hand service deepens a Emotional narration By inviting users to experience, he explains in a statement, “The pride of a great finding, the joy of a successful sale or the freedom to reinvent ourselves and our world”
Seeks to reflect the “new for you” experience offered the second hand
As Vinced himself points out, his goal is to show the universe of possibilities to feel good and boost new beginnings which offers your service. It ensures that the concept defends a new way of consuming, promoting the standardization of the use-repetition-use of second-hand products. In this sense, “New Again” Celebrate reinvention and reflects the “new for you” experience which offers the second hand.
The new Vinned brand platform is tangible in a campaign, worked by the 100%producer. As the company has shared, production was carried out over four months and includes 38 different people filmed in different locations to move the idea of different worlds united by the discovery of the new.
With the Vinned piece it reflects that Each article has a story, and that this can continue with each person. What once went from someone can become yours, his, his, or of them; which highlights the lasting potential of second -hand items. With the campaign, Vinned also celebrates your user community.
“The best ideas are simple, genuine and inspiring. With “New Again”, we are shedding light on the experiences of our members and turning them into stories“said Emma Sullivan, creative director of Vinned.”‘New Again’ has to do with the joy, potential and renewable value. It is a hopeful concept that will shape the creative trip of our brand in the coming years“
The campaign will be broadcast on television, on online channels and social networks in several European countries. Began to be activated in United Kingdom and France last February, and will continue with Spain, Italy and Poland In the coming months.
In addition, Vinned accompanies his new brand platform with a Images update representative of your visual identity. The new collection of images, which will be implemented gradually in the coming months, evoke joy and enthusiasm, and focus both on people and what they raise the articles they find as in the products themselves.
From the brand they confirm Reason.WHY that the new platform does not include a logo redesign.
With “New Again” Vinned defends that the second hand is no longer an alternative of consumption but a global growing trend, which he assures is contributing by making the Second -hand purchases are more accessible and desirable. In this regard, he points out that, according to one of his latest reports, 65% of its members have a quarter or more of their cabinets composed of second -hand articles.
