eBay UK is reporting that searches for pre-loved fashion items on the online marketplace surged by more than 1,400% during the latest run of the reality TV show Love Island.
Alongside big brands like Ralph Lauren and Levi’s, eBay is also seeing a lot of searches for “fashion forward” brands, including Acne Studios, JW Anderson, Mki Miyuki, Mugler and Dries Van Noten.
A Ralph Lauren Varsity Jacket worn during the series (which ended on March 13) proved “hugely popular”, receiving more than one search every minute (1,872 searches a day).
eBay’s sponsorship of the ninth season of Love Island marked a stark difference between previous fashion retailer tie-ins, which have previously focused on high-street brands and fast fashion.
Speaking to journalists, Kirsty Keoghan, Global GM of Fashion at eBay, said, “Even more people are coming to shop the pre-loved looks in the Villa from a range of top brands on eBay this series compared to last, and we hope this mindset of conscious shopping continues to grow.”
By partnering up with Love Island, eBay also showcased its “Authenticity Guarantee” service for sneakers. As a result, eBay saw a surge of interest in brands like Nike, with a particular focus on Nike White and Grey High Top Dunks.
What Does This Mean For eBay Sellers?
The success of eBay’s continued affiliation with Love Island has cemented the online marketplace’s reputation as a leading outlet for pre-loved fashion. Moreover, eBay is no longer a place where fashion lovers visit, looking for cheap deals. Instead, it’s a place they can shop for high-quality and high-end fashions, bringing a whole new demographic of shoppers to the marketplace.
As these shoppers learn to trust the eBay environment and enjoy the shopping experience, this can only be good news for sellers in other categories.
Meeting Customer Expectations
As eBay encourages more discerning shoppers to the marketplace, the sellers that will benefit the most are those that rise to the occasion. This means offering a level of service worthy of someone who shops for more high-end products.
Your customers expect to be able to find your products easily and quickly, review the quality of items through high-quality product images and photos, and understand every aspect of the buying journey. This means optimising your listings to match the customers’ expectations. The good news is, when you do this, you also make your products more visible to eBay search (it’s a win/win situation), helping you to sell more.