Spring is here, so ecommerce platform Poshmark has teamed up with tidying expert Marie Kondo on a series of 15-second ads that encourage consumers to let go of items that no longer bring them joy. “By letting go of items with gratitude, you are providing a meaningful opportunity for someone else to experience the joy you once felt,” Kondo added in a statement. “Poshmark is the expert in finding these items a new home and I hope I can help their users further appreciate the relationship they have with their belongings.”
The launch of Poshmark’s listing videos follows last year’s release of Posh Stories, brief shoppable videos and photos of sellers’ item listings. The company stated that the listing videos feature allows consumers to regain some of the in-person shopping experience and expand the platform’s multimedia capabilities.
The company’s own research suggests 79% of Australians with unworn clothes in their closets reported having nowhere to wear them during lockdowns. In addition, some 28% of respondents claimed to have upwards of $500 in unworn clothing. Australia’s affinity for online shopping and a sea of unworn clothes makes the country an “exciting new frontier” for the social marketplace model, said Alex Constantinides, Poshmark’s director of international expansion.
“What we are trying to do is to bring back that human connection that you have in shopping,” he said. “You can browse the stores as if you’re in a mall or a boutique and have the conversation and discovery experience while bringing all the ease, scalability, and convenience of e-commerce.”
“The retail industry is experiencing a rapid shift to online, a shift to social and a shift to secondhand, with shoppers prioritising price, convenience and sustainability. We recently commissioned research that shows 79 per cent of Aussies have increased their online shopping presence in 2020. Even as online shopping spikes, sustainability is a growing focus for shoppers — over half (52 per cent) of Aussies admitted to focusing on brands and platforms that are sustainable and eco-friendly.”