The Guardian reports that eBay UK will be pushing harder than ever in the run up to Christmas. As well as the current billboard campaign, adverts will appear in glossy women’s magazines including Vogue, OK!, Grazia, Look and Elle.
Angus McCarey, director of eBay Enterprise, said “The Fashion Outlet is our fastest growing sales channel.” Fashion sales have grown 25% in the last year. Since launch in May, sales through Fashion Outlet have generated around £4m revenue for the brands sellling through the site.
eBay’s publicity remains relentlessly about the brands. Angus again: “We know that consumers are increasingly looking for a range of high-quality high street goods at low prices, and eBay’s Fashion Outlet provides them with the ability to purchase goods from the brands they love.”
Is there any good news for smaller sellers in all this? It’s to be hoped that there is a knock-on effect from promoting eBay as a destination site for fashion shoppers. The bizarrely unusable does feature items from non-outlet sellers. With 4.6 million buyers purchasing fashion items from eBay UK in the three months from May this year, at least some of them must end up in the shops of underpromoted smaller sellers. Mustn’t they?