How does Vinted verify authentic items?

Vinted is experiencing explosive growth: according to the latest reports, the app’s business volume has grown by 61% in just one year, and the company has reached a valuation of $5 billion this year. However, numbers and percentages only provide an approximate and abstract idea of this growth. In recent years, Vinted has become a part of everyday life for fashion enthusiasts of all ages. Its debut and rapid expansion in the market have perhaps been key to the widespread adoption of secondhand culture like never before. The more crowded the market becomes, the more valuable the items on sale, which is why Vinted has recently introduced a section dedicated solely to the luxury segment. Additionally, the app has enhanced its existing Verification Service, offering physical authentication for branded clothing and accessories upon request. To better understand this process, we spoke to Bjorn Holzhauer, Senior Brand Expert at Vinted. Over his ten years with the company, Bjorn has become an expert in fighting counterfeit goods in the rapidly growing secondhand luxury market. With the Verification Service playing an increasingly crucial role—particularly in Hamburg, where the service is expanding—Bjorn and his team have developed a meticulous process to verify the authenticity of items. This process combines physical inspections, advanced tools, and deep industry knowledge to combat the ever-evolving counterfeiting industry.

As Bjorn explains, Vinted’s verification service begins with a tactile examination. “We always touch the items first. This gives us an initial impression of the construction, material quality, and even production method,” he says. This hands-on approach helps experts identify subtle clues that might escape an untrained eye. Surprisingly, even the sense of smell plays a role in the verification process. “The smell of an item can tell us a lot,” Bjorn notes. However, it’s not as simple as some might think. “Many believe a strong leather smell indicates authenticity. But if something smells excessively of leather, it’s often a red flag. Counterfeiters sometimes use perfumes or specific chemicals to mimic the smell of leather. These items might smell ‘too perfect.’” Conversely, a chemical odor isn’t automatically a sign of a fake: “A strong chemical smell can come from waterproof sprays or treatments. While it can be concerning, it doesn’t necessarily mean the item is counterfeit. All evidence must be considered together.” From the initial tactile and olfactory impressions, the process moves to a detailed inspection of the item. Every design element is scrutinized, from logos to lining materials. “We check the typography. Is it the right size? Is it the correct font? Does the logo meet the brand’s standards?” Bjorn explains. “Even the smallest errors, like a letter with an incorrect shape, can reveal a fake.”

Bag linings and interiors are also critical points for analysis. “We examine the material and stitching inside the bag. Counterfeit items often skimp on these details because they’re not immediately visible. But this is where authenticity truly shows,” Bjorn highlights. He also points out metal components as a key indicator of a fake. “Metal parts are often poorly made on counterfeit items. Typography on metal details, like zippers or plaques, is often incorrect. Counterfeiters don’t invest in precision here because it’s expensive and time-consuming.” While the human eye and hand are essential tools for verification, Bjorn and his team also use specialized equipment. “Magnifying lenses are indispensable for examining small details like logos or inscriptions on zippers and custom jewelry,” he explains. “We also use specific lamps to reveal hidden features or marks that would otherwise be invisible.”

One particularly unexpected tool is dental mirrors: “They’re perfect for inspecting hard-to-reach areas inside a bag or accessory. Sometimes, these areas contain key details that can confirm authenticity—or expose a fake.” Despite the existence of advanced technologies like QR codes and blockchain, Bjorn remains skeptical about their practical application in his fast-paced environment. “We don’t rely on QR codes or blockchain because they take too much time. While they can be interesting to test occasionally, they don’t make the process easier or faster. Physical examination remains our most reliable method.”

The counterfeiting industry is more sophisticated than ever, quickly adapting to consumer demands and trends. “Today’s counterfeits are more professional and distinct,” Bjorn acknowledges. “Counterfeiters use better materials and techniques than they did a few years ago. Sometimes, the fakes even look better than the originals! But the quality is always worse—always.” A common tactic Bjorn highlights is the use of counterfeit accessories to enhance the illusion of authenticity. “People often believe items are genuine if they come with documents, receipts, or branded boxes. But these can also be fake,” Bjorn warns. “We’ve seen cases where people buy authentic packaging online to pair with counterfeit items, creating a very convincing ‘complete set.’” Bjorn is particularly wary of fake invoices and certificates. “Relying on an invoice as proof of authenticity is a mistake. Counterfeiters can fake these documents or reuse them from genuine products. Sometimes, they even create authenticity certificates for brands that don’t issue them, like Louis Vuitton or Gucci. This deceives people who lack sufficient knowledge about the brands.”

But how does one become a fashion counterfeit detective? Bjorn’s journey in verification began during his teenage years, driven by his passion for fashion. “When I was 13 or 14, I started collecting pens and reselling them to fund my hobby. I realized that putting more effort into creating listings on platforms allowed me to sell items for more than I had paid for them,” he shares. This led him to experiment with luxury bags: “At 15, I started buying Louis Vuitton and Gucci bags to resell them. To protect myself from buying fakes, I studied everything I could find online and physically examined the items. That’s when I developed an obsession with understanding every detail of these products.” Today, Bjorn’s expertise is built on years of hands-on experience, which he considers the best education: “There’s no manual for this—it’s all based on empirical knowledge. Over the years, I’ve seen hundreds of thousands of items, from modern pieces to a Louis Vuitton trunk from 1856. It’s possible Louis Vuitton himself made it.” This is why new hires in Vinted’s verification service undergo rigorous training: “Newcomers start with a limited number of brands and categories. Over time, senior experts teach them to expand their knowledge, adding more brands and decades of production to their expertise.”

With Vinted processing thousands of items weekly (the company doesn’t collect data or compile statistics on the number of counterfeit goods but estimates that a few thousands products arrive at the Hamburg hub every week), speed and accuracy are essential. “Our goal is to verify items in a single day,” Bjorn states. This quick turnaround requires a combination of human expertise and automation: “We use a hybrid strategy against counterfeiting. While physical verification remains crucial, we’re also working to prevent counterfeit items from being listed on the platform in the first place.” Bjorn believes this dual approach is essential to staying ahead of counterfeiters. “Some aspects of the verification service can only be tested by touching and feeling the product. But we’re also working to implement measures to stop counterfeits from appearing before the customer can purchase them.” As counterfeiting continues to evolve, Bjorn remains dedicated to his profession. “It’s a passion. Every item tells a story, and every fake is a puzzle to solve. I believe the human element will always be essential in this work, no matter how advanced technology becomes.”