Dive Brief:
- Leaning further into live shopping events, Poshmark has partnered with seven brands to host a series of live shopping events during Earth Month, the resale platform announced Tuesday.
- Brands including Rothy’s, Christy Dawn, Pact, Wolven, Cleobella, Whimsy + Row and Aday will hold live events on the platform for the first time, via the company’s Posh Show live shopping feature, to spotlight circular fashion and connect with audiences.
- Poshmark will donate 10% of the net gross merchandise value from each show to tree planting efforts. The resale platform also said it is offering more than $15,000 in Posh Credit prizes to sellers who list, buy or “Reposh” an item or watch a Posh Show at eligible times this month.
Dive Insight:
Poshmark has launched its sustainable live shopping series amid rising demand for these brands on its platform, as well as for products made of natural fibers. The company noted that Pact, Rothy’s and Christy Dawn have seen their orders jump by 168%, 51% and 51%, respectively, since 2022. In that same timeframe, searches for materials like “organic cotton” jumped 102% and “100% wool” spiked by 69%.
“In celebration of Earth Month, Poshmark is offering a unique opportunity for sustainable brands to engage with and support some of their most passionate fans on Poshmark – in a live, interactive, and fun format,” Steven Tristan Young, chief marketing officer of Poshmark, said in a statement. "By inviting brands to host Posh Shows for the first time, our partners will be able to build genuine connections with Poshmark's highly engaged, environmentally-conscious community, all while helping our sellers make sales and working together to champion a more circular future for fashion.”
Poshmark introduced Posh Shows, its live shopping feature, in the U.S. and Canada last April after a pilot program in late 2022. Last November, the company partnered with ShopGoodwill.com to host 30 Posh Shows as part of its Secondhand Sunday event to encourage consumers to buy pre-owned items for the holidays.
The rollout of Posh Shows and themed shopping events follows the resale platform’s acquisition. Naver completed the purchase of Poshmark in January 2023 for $1.2 billion. At the close of the deal, the companies said their goals included increasing conversion rates, improving discovery and engagement, and creating “an industry leader in livestreaming commerce.”
