eBay’s sponsorship of Love Island marks the beginning of a change in the fashion industry – 365 RETAIL | Fashion

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eBay's sponsorship of Love Island marks the beginning of a change in the fashion industry - 365 RETAIL | Fashion Retail

An e-commerce powerhouse, eBay is no stranger when it comes to being a digital commerce trendsetter. Known as the go-to site for second-hand sales, eBay is once again at the forefront of industry change by becoming this season’s sponsor of island of love.

With fast fashion (also known as throwaway fashion) rapidly losing its appeal, especially among those 30 and under, the timing of this sponsorship couldn’t have been better. The genius of eBay’s sponsorship of island of love It touches on many facets of the fashion industry, with buyers, big brands, sustainability and ethics making headlines around the world.

eBay's sponsorship of Love Island marks the beginning of a change in the fashion industry - 365 RETAIL | Fashion Orla Power 2022 copy

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Attract more buyers and sellers of big brands

eBay is once again in the consumer sweet spot. The launch episode island of love drew a whopping 425,000 viewers with 50 percent in the 15-34 demographic, with women ages 25-44 making up a notable 59 percent.

During the pandemic, eBay made an impressive comeback, with shares surging more than 30% in 2021. With more than 182 million active buyers on eBay, brands are refocusing their attention — and their budgets — on the platform from eBay. . eBay CEO Jamie Iannone, who rejoined eBay in April 2020, hails the company’s transformation into an “enthusiastic-focused retailer” as part of “a multi-year reinvention of eBay.” This reinvention hasn’t gone unnoticed by major brands like Lego, Dyson and Asus, who are now opening storefronts on eBay, leveraging it as a channel to sell direct to consumers (D2C).

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Put sustainability and ethics in the spotlight

eBay’s sponsorship of island of love has brought the environmental impact of fast fashion to the forefront. At a high level, fast fashion is responsible for consuming 93 billion cubic meters of water and is responsible for about 20 percent of industrial water pollution. Additionally, fast fashion relies on synthetic fibers, resulting in half a million tons of microfibers (equivalent to more than 50 billion plastic bottles) dumped into the ocean each year.

Then, of course, there is the clothing itself. Designed to be worn only a few times, most fast fashion ends up in landfill. Unfortunately, the impact of fast fashion does not end there. Without respect for human rights, textile and garment workers, including children, are forced to work excessive hours in sweatshop-like working conditions for little pay. As sustainability and ethics continue to make their mark on the fashion industry, brands are now reassessing their presence in the marketplace. Some fashion brands are incorporating more sustainable business practices, such as offering second-hand clothes alongside their slow fashions. Other brands are reusing used clothing by using it to create new garments. In the words of Jemma Tadd, head of fashion at eBay, “our goal with this partnership is to get people to consider changing their buying habits with used fashion, either by taking small steps and adding one or two items to their wardrobe. or sell something you no longer use to make way for something else.”

eBay’s reinvention is becoming a reality

The fashion industry is not the only change. eBay has and continues to improve its image by improving sellers’ marketing and buyers’ shopping experience through consistent and ongoing investment. in artificial intelligence (AI) and machine learning (ML).

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Unlike Amazon, sellers are free from the worry that eBay is monitoring their top sellers, reproducing or selling these products at lower prices, which of course reduces profitability. Another step in its growing relevance is eBay UK’s recent collaboration with Orange Connex. This partnership provides end-to-end fulfillment services for sellers, giving them access to dedicated fulfillment centers where products will be stored, packaged and delivered.

Additionally, sellers now have access to faster delivery options, improved logistics management, more streamlined processes, and improved seller protection. eBay’s reinvention is becoming a reality, making them a serious competitor for brands looking to expand into different e-commerce markets.

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