Brandwave

Vinted vs Worn Label Society:Which is more popular?

In September 2026, Vinted had more branded searches than Worn Label Society among resale fashion platforms in New Zealand. Vinted had about 8,100 branded searches, while Worn Label Society had 170. Vinted made up 11.1% of all resale fashion platform searches we track, and Worn Label Society accounted for 0.23%. When we asked ChatGPT and Google AI Overviews about resale fashion platforms, Worn Label Society appeared in two of the five answers and Vinted in none.

Among resale fashion platforms in New Zealand in September 2026

Who do people search for more?

Vinted, about 48 searches for every 1 for Worn Label Society

Vinted 8.1K searchesWorn Label Society 170 searches

Who does AI mention more?

Worn Label Society, mentioned in 2 of 5 answers, Vinted in 0

Worn Label Society in 2 of 5Vinted in 0 of 5

Who does AI recommend more?

Worn Label Society, the only one of the two named

Worn Label Society first in 2Vinted never named

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Top resale fashion platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Worn Label Society was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Vinted did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Trade Me1st
  2. Designer Wardrobe2nd
  3. Depop3rd
  4. Worn Label Society4th
  5. Vinted–
  6. The RealReal–
  7. Vestiaire Collective–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Depop5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Trade Me5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Designer Wardrobe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Worn Label Society2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vinted0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The RealReal0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vestiaire Collective0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about resale fashion platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is Vinted or Worn Label Society more popular in search?

This chart shows how often people search Google for Vinted and Worn Label Society by name. Each line represents a brand's share of searches for all seven resale fashion platforms we track, month by month, from searches in New Zealand.

Vinted and Worn Label Society among resale fashion platforms in New Zealand, by month

Share of searches by month for Vinted, Worn Label Society. The figures are in the table below the chart.

View monthly share of searches table
MonthDesigner WardrobeDepopVintedThe RealRealVestiaire CollectiveTrade MeWorn Label Society
Oct 202567.4%24.6%4.9%1.6%0.65%0.53%0.28%
Nov 202567.5%24.7%4.9%1.6%0.53%0.44%0.29%
Dec 202566.3%24.2%5.9%2.1%0.64%0.52%0.42%
Jan 202661.7%27.7%6.7%2.4%0.73%0.48%0.32%
Feb 202658.4%32%6.3%1.7%0.69%0.56%0.3%
Mar 202658.3%31.9%6.4%1.9%0.56%0.69%0.2%
Apr 202662.1%27.9%6.8%2%0.6%0.49%0.21%
May 202658.5%32%6.4%1.8%0.57%0.57%0.2%
Jun 202654.3%29.7%13.3%1.7%0.35%0.43%0.19%
Jul 202655.5%30.5%11.1%1.7%0.44%0.53%0.29%
Aug 202656.8%31.1%9.3%1.9%0.45%0.37%0.19%
Sep 202655.6%30.4%11.1%1.7%0.53%0.44%0.23%

How has the Vinted and Worn Label Society comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand resale fashion platforms in September 2026?

2 changes

  1. In September 2026, Vinted gained share of searches among resale fashion platforms in New Zealand, from 9.3% to 11.1%.

  2. Estimated monthly branded searches for Worn Label Society in New Zealand fell 19% over 12 measured months, from 210 to 170 in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Vinted’s and Worn Label Society’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Vinted

3 branded search terms

  • vinted
  • vinted secondhand
  • vinted sell clothes

Worn Label Society

1 branded search term

  • worn label society

How the Brand Demand Index is measured

Other head-to-heads among resale fashion platforms

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