Caught in the Middle: How Resale and Ultra-Fast Fashion Changed Everything
The middle is disappearing
The fashion landscape is splitting in two. On one side, ultra-fast giants such as SHEIN and Temu are redefining cheap and instant at a scale few can match. On the other, resale platforms such as Vinted are turning second-hand shopping into a mainstream and profitable way to buy clothes.
Together, these extremes are draining energy from the middle of the market. Mid-market brands once stood for a balance of price, quality and accessibility. Now, that balance is being pulled apart. Vinted sells yesterday’s fashion as today’s sustainable choice, while SHEIN releases tomorrow’s trends before lunchtime. Both are changing what value means to consumers, leaving mid-market fashion caught in a tightening squeeze on pricing, perception and purpose.
Resale has gone mainstream
Vinted’s growth has been remarkable. In 2024, the company reported £695 million in revenue and more than £65 million in profit¹, showing that resale is no longer a niche but a permanent part of fashion retail. More than 100 million people across Europe and the UK now use Vinted to buy and sell clothes².
This shift is not only about saving money. Many consumers now see second-hand clothing as better value. Pre-owned shopping gives them access to premium brands at lower costs while also reducing waste and guilt³.
For mid-market retailers, every second-hand purchase replaces a potential new sale. Categories such as denim, outerwear and wardrobe basics are especially exposed because shoppers can easily find items that feel almost new for far less.
Ultra-fast fashion resets expectations
While resale grows, SHEIN is transforming the other end of the market. The brand launches new products daily, uses algorithms to follow trends in real time, and sells at prices that have completely reset what affordable means⁴.
When shoppers can buy an entire outfit for £20, paying £60 for a pair of mid-market jeans no longer feels reasonable. Ultra-fast retailers have trained consumers to expect constant novelty and low prices, creating an environment where speed and volume win over quality.
Mid-market brands now face a serious challenge. They cannot match SHEIN’s pace or pricing, yet they also lack the exclusivity and brand power of luxury labels. This creates a cycle of margin pressure, overstocking and deep discounting that steadily erodes profitability⁵.
The rise of the “mixer” consumer
A new type of shopper now defines the fashion market. These “mixers” are comfortable blending luxury, budget and resale items within a single outfit. Someone might buy a pre-loved designer coat on Vinted and pair it with a £10 top from SHEIN without a second thought⁹.
For these consumers, mid-market fashion no longer provides a clear reason to buy. They can choose better quality second-hand pieces or cheaper fast-fashion alternatives. Unless mid-market retailers redefine what they stand for, they risk being overlooked entirely.
What mid-market brands must do now
Survival depends on repositioning. The answer is not to chase the extremes but to build a distinct value story that feels relevant again.
Join the circular economy. Launch your own resale or trade-in programme to keep customers within your brand ecosystem. Certified pre-owned products help maintain brand control and satisfy sustainability expectations¹⁰.
Redefine value. Focus on quality, repairability and cost-per-wear. Mid-market brands can own the space between fast and luxury by proving that well-made products save money over time and create lasting trust¹¹.
Optimise discovery. As AI assistants and new search experiences shape how people find products, make sure your brand appears in those answers. Generative Engine Optimisation (GEO) ensures your content remains visible in AI results as well as traditional search rankings¹².
The new middle
Recommerce is not a passing trend. It represents a fundamental change in how people shop and how brands must communicate value. The middle of the market is not disappearing but being redrawn around trust, transparency and purpose¹³.
Brands that act now by building circular strategies, refining pricing and embracing AI-led visibility will stay relevant. Those that wait will lose ground to both the resale platforms and the ultra-fast challengers that have already changed the rules of fashion.
At Bravada, we help mid-market brands build resilience through innovation. From circular commerce to AI-driven marketing, we develop strategies that keep your business competitive in a changing retail landscape. To find out how we can help your brand thrive, email hello@bravada-uk.com.
Sources
- Vinted Financial Results 2024 – Company Report, June 2024
- Business of Apps – “Vinted Users and Revenue Statistics 2023”
- ThredUp Resale Report 2024 – Global second-hand growth and sustainability data
- Backlinko / Retail Dive – “SHEIN Scale and Growth 2024”
- The Drum – “Retailers lose online momentum as SHEIN, Temu and Vinted rise”, 2025
- European Commission – “Extended Producer Responsibility for Textiles”, 2025 proposal
- CMS Law-Now – “EPR Obligations for Textile Producers Including Online Retailers”, 2025
- FashionNetwork – “E-commerce Mid-Market Squeeze from Resale Platforms”, 2025
- NIQ Research – “The Rise of Mixers: UK and EU Consumers Blend New and Second-Hand Fashion”, 2024
- Forbes – “Fashion’s Circular Future: How Brands Are Monetising Resale”, 2024
- McKinsey & Company – “Fashion’s New Value Equation”, 2025
- Search Engine Journal – “Generative Engine Optimisation: Preparing Brands for AI Search”, 2025
- Vogue Business – “Why the Mid-Market Must Reinvent to Survive”, 2025