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Partnership Reports

Fashion Resalers Poised to Target Influencers for Growth

January 24, 2023

In the ever-expanding world of eCommerce, 38% of all sponsorship deals belong to blue-chip blockbuster brands Amazon, Shopify, Alibaba, and eBay, while Rakuten, Zappos, and Fiverr are also major players in the sponsorship universe.

Not surprisingly, 52% of all deals within the category utilize social media in partnership with teams, athletes, and influencers, where 36% of all branded social posts come from brands in the Apparel & Accessories (20%), Consumer Products (8%), and Retail (8%) categories.

Given influencers’ burgeoning prominence in eCommerce, leading resale Apparel platforms like Poshmark, The RealReal, and Rent The Runway–new to the resale game thanks to a new partnership with Amazon–are positioned to further bank on their unique marketing clout. Fashion influencers have over 1.3K partnerships across all categories via social media, and their infiltration of fashion-driven resale platforms seems certain.

Resale leader Poshmark currently leverages TV ads in 78% of its partnerships. Thanks to its deal with ESPN, the brand advertises during MLS, NHL, MLB, and college broadcasts on the network.

eBay also made an impact in the resale fashion industry this week, investing nearly $10M in UK-based designer retail platform Cudoni. According to Retail Bum, the investment is part of eBay’s efforts to solidify its position as a second hand luxury goods resale leader.

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