Vinted Ascends to the Throne: A Revolution in French Fashion Consumption
The landscape of the French textile market has undergone a seismic shift, with a second-hand platform claiming the top spot in volume sales. Vinted, the Lithuanian-born application, has emerged as the leading vendor of clothing in France, surpassing traditional retailers and e-commerce giants alike.
According to a consumer barometer conducted by the French Fashion Institute (IFM), Vinted secured the number one position in the French textile market during the first quarter of 2025. This remarkable achievement encompasses both online and brick-and-mortar sales, positioning Vinted ahead of established players such as Amazon and Kiabi.
The rise of second-hand clothing is undeniable, accounting for 10.9% of total volume sales. Among younger demographics (18-34 years old), this figure climbs to an impressive 16.3%, indicating a growing preference for sustainable and budget-friendly fashion choices.
Vinted’s ascent to market dominance is a testament to its strategic approach and the increasing appeal of circular fashion. The company more than quadrupled its net profit in 2024, reaching 77 million euros globally. By the end of 2023, Vinted boasted a substantial user base of 23 million in France, according to data from Joko.
Fast Fashion Faces Scrutiny
The dominance of Vinted stands in stark contrast to the performance of fast-fashion giants Shein and Temu, which ranked 5th and 24th, respectively. These companies, known for their low prices and rapid production cycles, are facing increasing scrutiny from the French government, which aims to curb the influx of small packages associated with their business models.
The government plans to introduce "management fees" on imported goods starting in 2026, targeting importers and platforms rather than individual consumers. According to Public Accounts Minister Amélie de Montchalin, the goal is to impose a small, fixed fee on each package, shifting the cost burden away from consumers and onto the businesses responsible for the high volume of shipments.
The future appears uncertain for these fast-fashion players, not only in France but also in the United States, where former President Donald Trump ended the customs exemption for packages valued under $800. This measure could significantly impact the profitability of companies reliant on direct-to-consumer shipping.
Despite the attention garnered by Shein and Temu, their overall market share in France remains relatively limited. According to the IFM, Amazon, Shein, and Temu collectively account for nearly one-third of online clothing sales in the first quarter, but only 7% of total apparel consumption. This suggests that while online shopping continues to grow, with a 29.4% share of total sales, the overall impact of these specific fast-fashion platforms is not as overwhelming as some might perceive.
Kiabi’s Omnichannel Advantage
The IFM barometer also highlights the success of Kiabi, which secured the third position in the ranking. Kiabi outperformed H&M (6th) and Zara (13th), demonstrating the resilience of omnichannel retailers that combine online and brick-and-mortar presence. The authors of the study attribute Kiabi’s success to its ability to adapt to the evolving retail landscape and maintain a strong connection with consumers across multiple channels.
Kiabi’s aggressive expansion strategy, with a new store opening every ten days, contributes to its continued growth. The company reportedly puts 800,000 garments on sale each day, demonstrating its scale and ability to meet consumer demand.
The Enduring Appeal of Mass-Market Retailers
The strong performance of mass-market retailers such as Auchan (8th), Carrefour (9th), and E.Leclerc (10th) further underscores the importance of affordability and accessibility in the French clothing market. These supermarkets offer a wide range of clothing options at competitive prices, appealing to budget-conscious consumers.
The presence of hard-discount chain Action (14th) in the top 15 reinforces this trend. Action continues to expand its footprint in France, with over 800 stores nationwide, offering a variety of products, including clothing, at significantly discounted prices.
Price Sensitivity Drives Purchasing Decisions
These results indicate that French consumers prioritize price when buying clothes, with the majority of top-ranked retailers offering products at discounted prices. Sales and promotions account for 36.4% of all clothing sales, highlighting the importance of value in the purchasing process.
This price sensitivity extends to the second-hand market, where Vinted offers clothing at prices below those of new items. The most popular items among men are t-shirts, jeans, and shirts, with average prices of 14, 48, and 32 euros, respectively. Women primarily purchase jeans, t-shirts, and dresses, which are priced at an average of 33, 14, and 38 euros, respectively.
Sports Brands Maintain Strong Presence
The remainder of the top 15 includes sporting goods retailers such as Decathlon (4th), Intersport (7th), and Adidas (11th). Intersport, buoyed by the acquisition of former Go Sport stores, is closing the gap on its rival, Decathlon. Both French retailers are holding their own against global sportswear giants, demonstrating the strength of local brands in the French market.
In conclusion, the French textile market is undergoing a significant transformation, driven by the rise of second-hand platforms like Vinted and the increasing importance of affordability. While fast-fashion faces scrutiny, omnichannel retailers and mass-market chains continue to thrive by offering value and convenience. The emphasis on price and the growing interest in sustainability are shaping the future of fashion consumption in France.
