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Love at second sight: Pre-loved fashion gets a boost following eBay x Love Island partnership




Demand for second-hand clothes has skyrocketed thanks to eBay Partnership with the British reality show “Love Island”.

After coming under fire for promoting a polluting industry, the dating show dropped fast fashion partners I Saw it First and Missguided for its eighth series.

The cost of living crisis coupled with a growing awareness of the environmental impact of clothing has made Love Island’s public of 5 million receptive to the move.

How has Love Island’s partnership with eBay impacted the second-hand clothing market?

Less than a month after the series launched, e-commerce platform eBay reported a 700% increase in searches for “pre-loved fashion”. Similarly, on Google, searches for “used clothes on eBay” increased by 756% over the previous month, while searches for “used clothes” increased by 660%.

In response, sellers also flooded the platform. Live eBay listings increased by 1,026% in the three months following the announcement of the partnership with Love Island, according to e-commerce analysts Optiseller. Since then, the number of registrations has been consistently higher than at the beginning of the year.

Buying second-hand clothes has become a choice rather than a necessity

As Buyers Grow More Ethically awarebuying second-hand has become more than an exercise in saving money.

More than half of UK shoppers feel guilty when they spend money on products that aren’t from a sustainable or ethical brand, according to eBay’s annual “Shop for Change” report.

The survey of over 2,000 consumers also reveals that 65% of shoppers stop to think about sustainability before making a purchase, while 50% want to buy more regularly from ethical brands or sustainability to their heart

Amid the growing cost of living crisis, price remains an important factor, with 60% of consumers saying cost is the factor most important to them when shopping.

How did Love Island’s partnership with eBay work?

Love Island is watched by millions of Britons through its evening prime time slot. On this year’s series, contestants wore pre-loved eBay items, sourced from a shared wardrobe at the iconic Love Island villa, and styled by celebrities stylist Amy Bannerman.

For the duration of the series, eBay curated an Islanders-inspired style edition outfits on their site, as well as the Love Island app.

Why is fast fashion such a problem?

fast mode sells low-cost clothing that is made cheaply – and often unethically. She surfs the catwalk trends, encouraging consumers to renew their wardrobe each season.

According to the United Nations Environment Programme, we buy 60% more clothes today than in 2000. Each item is kept for only half as long.

The fashion industry is the second consumer of the water and is responsible for 2-8% of the global market carbon emissions.




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