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eBay becomes Love Island's fashion partner

Popular UK reality TV show Love Island has launched a new partnership with eBay UK with a goal to revolutionise the way people purchase for clothing. The partnership comes after recent eBay data shows that UK buyers are growing more mindful of quick fashion.


eBay will have a presence on itv.com and on Facebook, Instagram, and TikTok as part of the relationship, which will be integrated across ITV TV channels. As part of a larger commercial agreement. Viewers may explore eBay's Preloved Fashion via the 'Shop the Show' button on the official Love Island website to come even closer to the Love Island experience.


Zalando Implications


Whilst this is from the UK market which isn’t one of Zalando’s core markets, this is a good example of a relevant TV sponsorship. Love Island is a very culturally successful show in the UK and has previously been sponsored by big fast fashion companies Missguided and I Saw It First, with watchers of the show being encouraged to “shop the look” with links to buy the same outfits as the contestants on the show available to consumers. This year for the first time the show will be sponsored by eBay in a bid to encourage viewers to buy second-hand clothes. This is a beneficial partnership for both Love Island, who could benefit from showing itself as a brand to be more socially conscious as the show has drawn many criticisms in the past from supporting fast fashion to unrealistic beauty ideals, and eBay who could benefit from an increased level in sales and an attempt to put itself at the forefront of a second-hand fashion trend. Altogether an interesting partnership.


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