By Fatma Younis
Professional reseller Michelle O’Beirne, founder of Fox Black, has generated over £350,000 in revenue selling second-hand clothing online and now shares strategies to help casual sellers maximize their earnings.
High-Street Brands Can Outsell Designer Labels
O’Beirne says some of the most profitable pieces come from high-street brands rather than luxury labels. Marks and Spencer is one of the most-searched brands on eBay, thanks to its reputation for quality and familiar sizing. Shoppers often look for exact replacements of favourite items no longer in stores, and trends can make older pieces suddenly desirable again.
Research Sold Prices Before Listing
One of the biggest mistakes is pricing based on original cost. O’Beirne advises checking ‘sold items’ filters on eBay to see what comparable pieces actually fetched. This research, known as ‘comps,’ can reveal wide price variations and prevent underpricing or overpricing. She warns against relying on platform-suggested prices, which are AI-generated averages that may include faulty items or auction results.
Photography Basics Matter More Than Equipment
Good photos require only a plain background, natural daylight, and a hanger or clean floor. O’Beirne insists on keeping feet, animals, and beds out of the frame. For items that don’t hang well, an inexpensive mannequin bust can help show shape. Worn photos from events can demonstrate fit, but modelling every item is unnecessary and time-consuming.
Write Search-Friendly Titles
Titles should include brand, size, length, style, and descriptive keywords. On eBay, sellers have 80 characters and O’Beirne recommends filling them completely. Buyers often search for generic terms like ‘party maxi dress’ rather than specific brands, so covering multiple search angles increases visibility.
Leave Room for Negotiation
Negotiation is standard on platforms like Vinted. O’Beirne suggests pricing with a 10-20% buffer. A sudden flurry of likes or messages may indicate an item is underpriced; in that case, hold firm. If an item sits unsold for days, sending offers to interested buyers can convert watchers into sales.
Choose the Right Platform
Vinted is visual and discovery-driven, making attractive photos crucial. eBay is more search-oriented, better for specific brands or hard-to-find items. O’Beirne uses both, plus TikTok auctions for her business. Casual sellers should consider how buyers are most likely to discover their particular items.
Timing and Consistency Boost Visibility
Listing in the evening, when people are relaxing and scrolling, can increase exposure. At weekends, staggering listings throughout the day keeps items fresh in feeds. Above all, O’Beirne stresses consistency: regular listing, prompt responses, and an active profile build buyer trust.
Avoid Constant Price Reductions
Instead of repeatedly lowering prices, O’Beirne recommends patience. Niche items may wait for the one buyer who truly wants them. She relists older items after about 90 days to refresh visibility and only reduces prices on duplicate stock occasionally. A lack of immediate interest does not mean an item is worthless.
