Hugely popular in the UK, reality show Love Island was sponsored in its last season by eBay, to promote secondhand clothes rather than the usual fast fashion. The partnership has been so successful that they are setting the stage for the next one.
53% of Love Island viewers bought secondhand clothes
According to a study published by ITV, 53% of viewers aware of the partnership bought so-called ‘pre-loved’ second-hand clothes in the last three months. Since announcing the partnership in May 2022, eBay has seen 1,600% more searches for “used clothes” than a year earlier, reports the Keeper. Google searches for the same phrase even increased by 170% in the same period. When you know that the show’s finale was watched by nearly 5 million people, it gives an idea of the scale of such a partnership.
Additionally, consulting firm Boston Consulting Group and resale site Vestiaire Collective showed that consumers born after 1995 were the most likely to buy (31%) and sell (44%) secondhand clothes. Alright, this Generation Z is precisely the main focus of the show. Hence the success of this partnership, which corresponds to a growing habit of buying.
Would such a collaboration be possible for a French reality show? TF1 had partnered well with Vinted so they could easily repurchase the clothes seen in the series Here it all begins And tomorrow belongs to us. So we can dream: when will the restyling of Vestiaire Collective be Cosmic love of Nabilla or the Stellar Academy ?
Front page photo credit: Love Island.
Source: Madmoizelle
Elizabeth Cabrera is an author and journalist who writes for The Fashion Vibes. With a talent for staying up-to-date on the latest news and trends, Elizabeth is dedicated to delivering informative and engaging articles that keep readers informed on the latest developments.
