Combined with other live events the company puts on, the Posh ‘N Sips are a mix of experiential marketing and influencer meet-up — letting brand ambassadors meet up and evangelize. This local outreach is funded by Poshmark’s community development budget, an offshoot of marketing, and have become a way for the platform to both find and cultivate top sellers and differentiate itself from other resale companies that don’t facilitate such one-on-one events.
Since the premiere of A Beautiful Day in the Neighborhood at the Toronto International Film Festival in September, cardigan searches have increased across North America. Top-selling cardigans? Lacoste, rag & bone, Polo By Ralph Lauren and All Saints were some of the top-selling men’s cardigan brands across the U.S., with the southern states favouring Polo while rag & bone was all over New York State’s face.
When Steven Tristan Young, CMO at social commerce marketplace Poshmark, started his career two decades ago, he knew he’d be doing so with the goal of leading a marketing team like Poshmark’s: one focused on brand strategy and aggressive, yet thoughtful, growth.
A report released today by the social resale site Poshmark (with the unimpeachable title “Name a More Iconic Duo: Mr. Rogers & The Cardigan”) confirms the sweater’s annus mirabilis. The forthcoming Mr. Rogers biopic A Beautiful Day In the Neighborhood, starring noted sneaker influencer Tom Hanks, has skyrocketed the open-front knit to new heights of popularity and national adoration: since the premiere of the film at the Toronto International Film Festival on September 7, men’s searches for cardigan on Poshmark increased 79%, and purchases on the platform increased a whopping 108%.
“These clothes have been sitting in my closet for a while….it’s amazing that my fashion gets to live on,” said Golden resident Sheila DeForest, who’s made a small business out of selling clothes on the website and app Poshmark. “It’s like Instagram for fashion, so you basically take a photo of your item and list it in your closet; our stores are called ‘closets,’” Deforest said.