Fashion Reseller Poshmark Fast Tracks Video Feature, Capitalizing on Consumer base amid Covid-19 lockdown
Fashion reseller, Poshmark is capitalizing on a consumer base with user-generated videos in its app that aim to make shopping on your phone feel more personal.
The company has been building and testing a video option for over a year and planned to roll it out in the second half of 2020 but it fast-tracked the launch due to the pandemic so it could offer more of “real-world experience” to shoppers.
With stores and restaurants shuttered and millions at home, Poshmark the social commerce marketplace in the US to buy and sell new or used clothing, shoes, and accessories is planning to use the new technique soon.
The new feature will allow Poshmark to show off the outfits they have on sale or give the story on how they acquired the particular item. The content will automatically disappear after 48 hours. This feature on the app lets the consumer shop more or less like a brick and mortar store.
Social media shopping apps such as LikeToKnow also offer the ability to shop the looks that they see on influencers. However, Poshmark is the first-second hand clothing a segment to start using the video feature.
Poshmark CEO Manish Chandra says, “Physical retail is challenged in this environment. People are looking and turning in so many ways to online.” He feels that the video feature will increase engagement and sales among its 60 million registered users, who spend an average of 23 to 27 minutes per day on the Poshmark app.
Since its inception, Poshmark has expanded into categories like menswear, kids, and home décor. Poshmark apparel sales, which dropped a whopping 52% in March have picked up. The company is reportedly valued at USD 1.25 billion.