Following its local launch, second-hand shopping platform Poshmark has launched a targeted Australian campaign.
Recruiting tennis star and Australian Open veteran Serena Williams to front the campaign, the platform is exclusively inviting Aussies to shop Williams' closet via the app.
The proceeds of Williams' pop-up closet will go to the Black Dog Institute’s Aboriginal and Torres Strait Islander Lived Experience Centre.
The campaign comes as Poshmark aims to onboard more Australian users to the platform, after launching here in mid-February.
Alongside the Williams' campaign, Poshmark commissioned research into Aussies' shopping habits - helping to further localise the brand.
Following an increase in online shopping amid cancelled events and lockdowns, the research found that on average, Aussies have $500 of unworn items sitting in their wardrobe, totalling approximately $5 billion worth of post-lockdown clothes, shoes and accessories.
"There’s no denying Aussies love style and shopping, but our research shows they’re accumulating far more than they actually wear," Poshmark director of international expansion - Australia, Alex Constantinides said.
"With only 3% wearing all of their clothes, there’s an opportunity for Aussies to make money from their unworn clothes," she said.
The research found that over half (54%) of respondents said they keep the unworn clothes because they feel guilty to throw away clothing that’s new.
Meanwhile, the focus on sustainability and longevity is also front of mind for Australian shoppers, with the research finding that 22% have increased their op-shopping or thrifting habits.
Williams' wardrobe is available to shop now until sold out.
Brands available in Williams' closet include Marc Jacobs, House of CB, Prada and Yeezy.