eBay UK says pre-loved searches surge on back of Love Island link

By

Nigel TAYLOR

Published
Mar 12, 2023

eBay is loving its second partnership with TV hit series Love Island. The resale marketplace has revealed searches for ‘pre-loved fashion’ increased by more than 1,400% during the current ninth series compared to the eighth when it began its association with the show last summer.

Contestants wearing pre-loved items chosen from an eBay villa wardrobe have prompted shoppers to look for items inspired by the looks seen on-screen, from bomber jackets, to maxi dresses and co-ordinates.

eBay’s Pre-Loved Fashion Stylist Amy Bannerman said: “To know consumers are taking inspiration and shopping pre-loved for themselves marks a real change in the fashion industry.”

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Top searched-for brands included Ralph Lauren, Levi’s and Wolford together with more fashion forward brands such as Acne Studios, JW Anderson, Mki Miyuki, Mugler and Dries Van Noten.
 
That’s an interesting development as the pre-loved focus allows eBay to publicise its status as a home for high-end fashion. Previous Love Island retailer partnerships always focused on mass-market brands.

Ralph Lauren has been “hugely popular” with its show-worn Varsity Jacket receiving more than one search every minute (1,872 searches a day) for the brand on eBay throughout this series which ends Monday (13 March). 

The current season is also the first to feature a selection of sneakers from eBay's ‘Authenticity Guaranteed’ programme, where sneakers purchased for £100 or more are vetted by experts. eBay revealed a surge of searches for Nike (1.04 searches per minute, 1,479 per day), as shoppers were inspired by the brand throughout the show, including the Nike White and Grey High Top Dunks.
 
Meanwhile, Reiss has been searched for by shoppers 1,152 times per day (0.8 times per minute) after its purple long-sleeve knit, a black shirt with white edging, and a polo grey bomber jacket were featured. Another sought-after brand, House of CB, saw searches across 360 times a day (0.25 times per minute) by shoppers following items such as a coral House of CB midi dress, long light-brown leg slit dress, and a brown corseted piece.
 
Kirsty Keoghan, Global GM of Fashion at eBay, added: “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.”