Resale marketplace Poshmark is partnering with seven sustainable brands on a series of live shopping events in celebration of Earth Month.
During the month-long program, brand partners will hold live events on Poshmark for the first time, leveraging the platform’s Posh Shows function to connect directly with fans, support each brand’s secondhand sellers, auction one-of-a-kind merchandise and celebrate the durability and circularity of their products.
Throughout Earth Month, Poshmark will spotlight the second-hand community on its social channels and blog, the company noted, and offer upcycling, sourcing and packaging tips. To encourage shoppers and sellers to embrace circularity, Poshmark is offering more than $15,000 in Posh Credit prizes to those who list, “Reposh,” purchase an item or tune in to a Posh Show during eligible periods in April.
Poshmark partners will host live events that support sellers on the site using the resellers Poshmark’s Share Shows feature, inviting community members to auction their belongings from the brand. Sustainable fashion brand Rothy’s will co-host a show with a Poshmark seller lifestyle brand. Christy Dawn will host a show exclusively featuring merchandise from Poshmark sellers, inviting them to celebrate the story and sustainable features of each item. Brands including Pact, Wolven, Cleobella, Whimsy + Row and Aday will also auction exclusive and sample merchandise during their Posh Shows, as well as items from Poshmark sellers, giving a second life to discounted and one-of-a-kind items. Poshmark will donate 10% of net gross merchandise value from each show to support tree planting projects with Veritree.
Although the brands mentioned have limited or no home goods among their offerings, the promotional mixing of fashion companies and resellers signals second-hand products are becoming recognized as a more prominent opportunity.
Poshmark shoppers are increasingly drawn to sustainable materials and brands, the company stated. Orders for partner brands such as Pact, Rothy’s and Christy Dawn have increased by 168%, 51%, and 51%, respectively, over the past two years as consumers embrace the sustainable practices they embrace. Shoppers also are seeking items made of natural materials, with searches for listings containing the phrases “organic cotton” and “100% wool” up by 102% and 69%, respectively, over the two-year period.
Since 2011, Poshmark shoppers have kept more than 300 million items in circulation and out of landfills, the company pointed out. Shoppers can further extend the lifespan of an item by using the Reposh feature, which allows them to relist items purchased on Poshmark. Since the feature debuted in 2020, more than 9 million items have been Reposhed, the company indicated.
“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,” said Steven Tristan Young, Poshmark chief marketing officer. “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.”
