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Preloved hits the headlines

ITV announces eBay as headline sponsor of Love Island
Katie Hill - Editor-in-Chief, My Green Pod
Love Island x eBay

ITV has announced that eBay will become the new headline sponsor of Love Island when it returns this summer on ITV2 and ITVX.

The sponsorship will provide eBay with an opportunity to broaden its reach and appeal amongst the show’s primary audience of 18- to 34-year-olds, showcasing eBay’s offering of pre-loved fashion and driving conversations around circular fashion.

Preloved fashion on the rise

Last summer, the online marketplace became Love Island’s first ever preloved fashion partner, and has since seen over 1,400% more searches for ‘pre-loved fashion’ on the marketplace during series nine (compared with series eight).

There has also been a  24% increase in new circular businesses joining the online marketplace so far in 2023.
New research from eBay UK has also noted that one preloved item has been sold on the platform every second over the last year, with preloved fashion listings up by almost 20% yer on year since the Love Island partnership launched.
Now in its tenth season, the popular TV show will air on ITV2, with the partnership geared to further encourage viewers to think preloved first.

‘After being the pre-loved fashion partner for Love Island for the last two series, becoming headline sponsor feels like a natural next step in helping us continue to  encourage more conscious shopping behaviours across the UK. With Love Island on air every night, we hope the incredible eBay outfits in the shared wardrobe will inspire even more people to think pre-loved first.’

General manager of eBay UK

eBay’s preloved style director

Once again, Amy Bannerman, who now takes an in-house role as eBay’s preloved style director, will be sourcing fashion from eBay to style series 10’s Islanders.

Amy’s key responsibilities will include styling and sourcing for all eBay’s fashion-related campaigns, styling for key talent working with eBay, on-site merchandising consultations and acting as a fashion spokesperson for eBay.

Amy started her career in fashion setting up a vintage clothing stall with a loan from the Prince’s Trust. She sourced and imported vintage clothes from Canada and sold them from her busy market stall in east London.

Most recently, Amy was the fashion director of Cosmopolitan for four years. Here she successfully pioneered a new path for the magazine, seamlessly incorporating secondhand clothes into cover shoots and fashion stories.
Amy’s love of secondhand doesn’t stop with her work; she has bought and sold on eBay for over 20 years and dresses almost exclusively in secondhand and vintage.

Authenticated sneakers

Alongside preloved clothes, a selection of preloved, authenticated sneakers and garments from eBay’s Imperfects range will also be heading to the villa wardrobe.
eBay launched its Authentication Guarantee for Sneakers in July 2022; it comes at no extra cost to the buyer or the seller, with items delivered via secure delivery.

eBay’s goal with Authenticity Guarantee is to build consumer trust and confidence when buying new and preloved sneakers on eBay.

Working with industry experts to fully verify and vet those items which are sold at or above their corresponding threshold, they are sent to the Authentication Centre to go through a rigorous, multi-point physical inspection, whether it’s the stitching or leather, with the product’s collateral (sneaker box) also being reviewed.

‘It was important for us to find a headline sponsor for Love Island that appeals to the show’s core audience, and with eBay providing the clothes for the villa again this year after proving such a hit success, it really is a perfect match.’

Deputy managing director, commercial at ITV

Imperfects on eBay

Imperfects is the fashion equivalent to supermarkets’ wonky veg initiative. Shoppers can get their hands on clothes, shoes and accessories which are considered new, but with defects, from over 100 high-street and high-end designers including North Face, Off White, Puma, Fila, and Timberland – all at up to 60% off.
Imperfect items may include defects such as a small scuff or mark, a button missing or a loose thread that may have been from the factory or are ex-display, which means they can’t be sold at full price as it did not meet the manufacturer’s strict quality standards.

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