Poshmark digitally connects brands to customers


For the first time in its history, Poshmark allows major brands to connect directly with buyers on the platform.

The online clothing resale market has launched a new program, called Brand Doors, which enables brands to connect, converse and sell directly to the Poshmark community of over 80 million users through a suite of specially designed social merchandising tools. The tools include the Drops Soon feature, which allows brands to share limited-time products; My Shoppers, which allows brands to reach individual customers; and the Posh Parties brand, which boost awareness.

Other features and benefits of Branded cabinet understand list videos that display and promote merchandise; “Official Closet” placement on a brand page; and targeted push and email campaigns to generate repeat engagement. In addition, the program offers enterprise level inventory management tools to support high volume sales; integrated shipping; third-party logistics integration support with partners such as CommerceHub and dedicated customer success teams.

Since 2020, Poshmark has piloted Brand Closet with several brands, developing a large-scale program that is now available to other brands and retailers. The brands currently participating in the program are Lucky Brands, Free People and Dose of Colors.

Brand Closet is the second cutting edge technology offering that Poshmark recently launched. Earlier in October, the company purchased Suede One, a solution using machine learning, computer vision and human examination to virtually authenticate sneakers. Suede One’s technology enables an inventory-less authentication approach.

The technology analyzes product images, running algorithms on the consistency to identify whether an item is real or counterfeit. Poshmark plans to use the capabilities of Suede One to complement its Money-back guarantee and free authentication for orders of $ 500 or more.

Poshmark strengthens the hosted services it offers to brands such as booming resale market is about to have a breakout holiday season. According to a recent Mercari study, 77% of American adults surveyed said they expected to purchase at least one second-hand item this holiday season. Collectively, that means $ 69.2 billion can be spent on second-hand items from October through December 2021, up 24% from the previous year.

“We are excited to open up our social marketplace more widely to brands, allowing them to build loyal and lasting relationships with a coveted audience, tap into a new sales channel and offer buyers the kind of personalized service that is. too rare in e-commerce, ”said Manish Chandra, Founder and CEO of Poshmark. “By connecting brands directly to our community of highly engaged and passionate buyers and re-commerce enthusiasts, we are building a stronger and more dynamic market. It’s a victory for everyone. “

“Our social marketplace now supports sellers of all sizes, from new sellers to professional resellers to large-scale brands, and we want to empower each of them to be successful on Poshmark while fueling an engine of more circular buying, ”Tracy said. Sun, co-founder of Poshmark and senior vice president of seller experience. “We’re just getting started and I’m excited to create this program and ensure that all sellers can thrive on our platform. “

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