eBay is back as Love Island headline sponsor

By

Nigel TAYLOR

Published
May 16, 2024

eBay UK is maintaining its long-standing association with the hit ITV series Love Island, becoming headline sponsor for the upcoming series.

The association has certainly been good for both eBay and the ever-growing resale fashion market. It said following the previous programme’s All Stars season, “the Love Island effect saw a 65% growth in Gen Z embracing pre-loved fashion — a surge of nearly 20% since the partnership first aired in 2022”.

It noted that other key highlights include a 600% increase in searches for 'love island pre-loved' on eBay UK during the previous All Stars season, and a 4,000% surge in searches for ‘love island outfits’ during the same period.

And as a boost to the upcoming season, it will be the first where both buying and selling pre-owned fashion is free on eBay UK.

eBay added: “Consumer behaviours are notably shifting in favour of pre-loved fashion: 65% of Gen Z now go out of their way to buy pre-loved or try to buy pre-loved where possible. This is up by almost 20% (18%) compared to before the partnership first being brokered in 2022”.

It noted that with the average consumer “potentially sitting on £400 of unworn items, it’s worth exploring top-selling fashion brands like Louis Vuitton, Zara, and Marks & Spencer, along with other sought-after items such as Levi’s 501s, Wrangler men’s jeans, and Ralph Lauren T-shirts that may be tucked away in wardrobes”. 

Amy Bannerman, eBay’s Pre-Loved Style Director, will again be sourcing fashion from its site, alongside the Love Island styling team. A curated selection of pre-loved clothing, authenticated sneakers and garments from eBay’s ‘Imperfects’ range will head to the villa wardrobe. Including memorable pre-loved fits such as the red Jean Paul Gaultier co-ord and Versace yellow skirt co-ord, both originally worn by Tasha Ghouri and reworn by other Islanders across the series.

Jemma Tadd, Head of Fashion, eBay UK, added: “We’ve seen attitudes shift in favour of pre-loved through each season of Love Island but there is more work to be done as shoppers still look to fast fashion for the latest trends. 

“Pre-loved fashion can be timeless, luxurious, and the ultimate style statement — we’ve seen in the Villa Islanders re-wearing fabulous pre-loved fits time and time again. This summer, I’m encouraging the nation to take advantage of free buying and selling on eBay to make their wardrobe better than new.”

During the upcoming series, eBay will also be running a series of idents during the ad breaks, including catch-up shows like ‘Unseen Bits’.