Beyond Vinted: designing a sustainable cross-border fashion resale platform for Europe

Marlène Monnet-Dupuy (), Sabine Jentjens, Btissam Moncef, Cédric Diridollou and Nabyla Daidj ()
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Marlène Monnet-Dupuy: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Sabine Jentjens: ISC Paris - Institut Supérieur du Commerce de Paris
Btissam Moncef: ISC Paris - Institut Supérieur du Commerce de Paris
Cédric Diridollou: ISC Paris - Institut Supérieur du Commerce de Paris
Nabyla Daidj: IMT-BS - TIM - Département Technologies, Information & Management - TEM - Télécom Ecole de Management - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: This case presents the strategic dilemma facing Christophe Canevet, a consultant advising an entrepreneur planning to launch a pan-European second-hand fashion platform to compete with Vinted, Europe's dominant resale marketplace. The strategy must address market selection and sequencing, sustainable logistics architecture, regulatory anticipation, and network effect development across diverse European markets. Using Vinted's business model as a diagnostic benchmark, the case examines how platform design choices, international logistics structures, and incentive systems contribute to an ethical consumption gap, widening the distance between users' stated environmental values and their actual purchasing behavior. Drawing on survey data from French users, EU regulatory trends, and delivery carbon footprint analysis, students are challenged to develop a comprehensive international market entry strategy for the new entrant by avoiding Vinted's structural contradictions. The case is positioned at the intersection of international business strategy, platform economics, circular economy, and behavioral economics.

Keywords: Network effects; Choice architecture; European second-hand fashion; Behavioral economics; Circular economy; Ethical consumption gap; Cross-border e-commerce; Sustainable logistics; Platform business models; International market entry strategy (search for similar items in EconPapers)
Date: 2026
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Published in Journal of International Business Education, In press, 21

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05730489

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