8th Jun 2022
ITV’s Love Island and eBay have coupled up for their target audience and the planet. This partnership marks a new era for the show as islanders are given access to a wardrobe of preloved fashion items from eBay plus they are allowed to bring their own clothes to the villa. The aim being that islanders will demonstrate how stylish second-hand clothes can be and do away with any remaining stigmas around pre-owned clothes.
The collaboration came after new research from eBay revealed that UK shoppers are becoming increasingly conscious of fast-fashion.
Head of Fashion at eBay UK said: “We’re so excited to partner with Love Island this year and put pre-loved fashion, centre stage. The impact of Love Island and its stars across the UK is undeniable and together we want to inspire the nation to choose pre-loved first when shopping, even if this means buying or selling one or two pre-loved items to start with, it’s a step in the right direction.”
Executive Producer of Love Island said: “We are thrilled to be pairing up with eBay this year as our pre-loved fashion partner. As a show we strive to be a more eco-friendly production with more focus on ways in which we can visibly show this on screen.”
The pre-loved market is booming, and the driving force of this trend is Gen Z’s.
This fast-growing recommerce trend inspired our recent research of over 1,000 Gen Z consumers consumption habits and an what is driving their love of recommerce. Our research shows that for a quarter of Gen Zs their main reason for purchasing pre-loved products is fuelled by this environmental awareness – to avoid waste to landfill and reduce the use of resources and carbon emissions associated with making new products. 3-in-5 Gen Zs would be more likely to buy from a retailer if they sold pre-loved items online or in-store.
How should brands and retailers adapt their packaging to support recommerce models and make it easier for consumers to buy and resell?
Packaging is one of the most physical representations of an ecommerce brand or retailer and has meant packaging has become something of a sustainability barometer, with consumers using it as a benchmark of their perception of how green a company is.
Thrift+ is a business founded to make the recommerce shopping experience as good as the best online retailers and ensuring fewer clothes end up in landfill. Thrift+ allows customer to buy and sell second-hand fashion items via its website and retail partners including hush & Farfetch, and has developed its packaging specifically for the recommerce market.
Duo Brand Director Zoe Brimelow explains: “Working with Thrift+, we created GreenPE mailing bags featuring a unique QR code that allows the recipient of the bag to scan to arrange a return as part of a reverse logistics process. The QR code eradicated the need for a paper label, which created a contamination-free mailing bag made from sustainable GreenPE Material that’s recycled as part of Duo’s closed loop recycling system. Each kilogram of GreenPE produced saves 2.78kg of CO2 when compared to the production of conventional fossil-based polyethylene.
Thrift+ Co-Founder & CEO Joe Metcalfe said: “The ability for Duo to print a unique QR code non each bag has removed the need for us to attach a paper label. This has streamlined our operations, saving us time, money and materials. In addition to this, by using the Thrift+ service our customers and those that shop with our retail partners are actively engaging in the circular economy and so are almost always highly environmentally conscious,. The fact that we can get the performance of plastic with the renewable and recyclable credentials of GreenPE is a high win for us.”
Zoe adds: “Thrift+ is a retailer that’s taking responsibility for its own footprint, helping consumers become more sustainable in their approach to fashion. They have chosen the most environmentally-friendly material and kept the value of this great material by eradicating contamination using a QR code. By taking this forward-thinking approach to its packaging, Thrift+ has built valuable partnerships with retailers helping them to raise awareness of circularity among their customers, provide accessibility to recommerce opportunities and deliver more affordable ways for consumers to shop.”
Ready to re-shape your packaging for recommerce? You can reach our team here
Find out more about how Gen Z’s are reshaping the future of packaging by downloading our report here