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eBay just launched a new ad that spotlights the very common dilemma of having "nothing to wear."
According to new research from the eCommerce giant, 70% of the U.K. population wears just half or less than half of their wardrobe daily, and only 25% sell their unwanted clothes.
This prompted the e-commerce giant to address the issue by promoting circular fashion with the launch of its new "Turn Nothing to Wear into Something to Love" campaign.
In a series of spots, eBay inspires consumers to sell clothes they no longer use and buy clothes they want on its platform. One ad sees a young woman scouring through her closet in search of the perfect outfit.
Despite having mountains of clothes, she remains undecided and proclaims she has "nothing to wear."
From “nothing to wear,” to “something to love.” More: https://t.co/wAuaa0XDWB
— DEPT® (@DeptAgency) April 30, 2024
Our latest #digitalmarketing campaign for @eBay_UK inspires people to solve their #fashion crises by selling their least loved clothes and swapping those for a #sustainable#preloved outfit. pic.twitter.com/B36zQPYDpq
This gives her the idea to use eBay to create listings for her clothes and sell them. In turn, she replaces her sold pieces with new items of secondhand clothing that breathe life into her wardrobe.
The commercial ends with the woman confidently strutting down a hallway wearing the new outfit she bought on eBay.
The other ads follow suit, with individuals facing the dilemma of putting together an outfit, whether it's for themselves or their loved ones. In the end, they sell and buy new clothes from the eCommerce platform.
Championing Circular Fashion
Made together with full-service digital agency DEPT, eBay's latest campaign positions the brand as a solution to fashion fatigue, allowing users to list their "nothing to wear" outfits to find items they will like.
The campaign comes after the tech giant introduced a new feature that allows users to start selling their pre-owned items on the platform free of charge.
PSA: It's now ✨ free ✨ to sell your pre-owned clothes on eBay 😮💨
— eBay UK (@eBay_UK) April 8, 2024
If you've been looking for a sign to refresh and renew your pre-owned wardrobe, now is the perfect time 👀#ThingsPeopleLovepic.twitter.com/EYEMOhaHk8
"It's a brand message that perfectly lands our belief that people should fill their lives with more of the things that they love — while also fuelling the circular fashion economy by driving seller supply and buyer demand through a single effective messaging strategy," Nazia Du Bois, eBay UK marketing director, shared in a statement.
DEPT Creative Director Bel Moretti goes on to explain the idea behind the thought-provoking and customer-forward initiative:
"This was an opportunity for us to tackle a feeling we all face, that feeling of ‘nothing to wear’ that plagues our plans. Because everyone’s been there, staring into a wardrobe full of clothes and feeling like we have absolutely nothing to wear."
Editing by Katherine 'Makkie' Maclang
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