The famous platform of the second hand is ahead of Amazon and Kiabi on the podium of textile brands that sell the most clothes in France, online as in store, according to a barometer from the French fashion institute.
It is a small revolution in the world of textiles. The company that sells the most clothes in France in volume is a famous platform for the second hand: Vinted. According to a consumer barometer of the French Fashion Institute (IFM), the Lithuanian origin application ranks on the highest step of the podium of textile brands on the French market in the first quarter of 2025, online as in store, in front of Amazon and Kiabi. In total, the second hand weighs 10.9% of volumes, and even 16.3% among young people (18-34 years). A result in the form of a consecration for Vinted, which has more than quadrupled its net profit in 2024 worldwide, at 77 million euros, and had 23 million users in France at the end of 2023 according to Joko.
The two Chinese giants of Fast-Fashion, Shein and Temu, rank 5 respectivelye et 24e. Difficult to predict a rise in the classification for these actors taken in the viewfinder of the government, who intends to fight against the surge of small packages by introducing in 2026 in 2026 “Management costs”. It’s about doing “Paying importers, platforms, not consumers, a small lump sum on packages”Tuesday, April 29, said Minister of Public Accounts Amélie de Montchalin. The future is not more pink in the United States, where Donald Trump has put an end to the customs exception on packages of less than $ 800. In France, it is in any case far from being the surge announced. According to the IFM, the Amazon-Shein-Temu e-commerce trio totaled almost a third of clothing sales on the internet in the first quarter, but only 7% of clothing consumption. In general, online sales continues to grow with 29.4% of the total.
-The price, key purchase factor
Another teaching of the barometer is the craze around Kiabi (3e), which does better than another heavyweight of ready-to-wear at low prices, H&M (6e), and relegates the Spanish Zara (13e) from a distance. That “Confirms the capacity of certain omnichannel brands to resist the rise in power of online sales platforms” explain the authors of the study. The Mulliez family brand opens a store every ten days according to the Reporterre media, and sells 800,000 clothes every day. Also note the robustness of the large distribution brands, since Auchan (8e), Carrefour (9e) et E.Leclerc (10e) are all three in the top 10. And what about the presence in the top 15 of the Hard-Discount Action store (14e), which continues its expansion in France with more than 800 stores throughout the territory!
These results confirm that the French think above all at the price when they buy clothes, since the majority of the top 15 brands play the broken price card. Clothing sales are also made at 36.4% on sale and promotion. An observation that encompasses the second -hand market, where prices are lower than those in the new. The most purchased products in quantity are t-shirts, jeans and shirts in men, who sell at average prices of 14, 48 and 32 euros respectively. Women dedicate jeans, t-shirts and dresses, found at average prices of 33, 14 and 38 euros.
The rest of the top 15 consists of actors from the world of Sport, such as Décathlon (4e), Intersport (7e) and Adidas (11e). Carried by the resumption of ex-Magasins Go Sport, Intersport continues to fill its delay on its rival, Décathlon. The two French brands are resistant to the gender giants.
