eBay UK will launch a major marketing drive to support the launch of a new fashion area on its site and persuade customers that it is not just an auction site but a
fixed-price branded etailer too.
eBay is launching a new-look fashion area on its site next week and a new print and outdoor campaign will go live in May to promote the section.
The fashion area will have the look and feel of a specialist site - such as Asos or My-Wardrobe - and will launch with about 20,000 fixed-price items from brands including Bench and Superdry and retailers including Republic and Kookaï.
Product is expected to be on offer at up to 70% less than the recommended retail price.
eBay communications director Richard Kanareck said the initiative was designed to build on the firm’s growing fashion offer. He said eBay was already a strong player in online clothing but could be bigger.
“Currently, 56% of items sold globally on eBay are sold at a fixed price, while only 44% are sold at auction,” he said. “Buyers and sellers increasingly tell us they like the speed and simplicity of fixed price. What they come to eBay for is the deal, regardless of the buying format.”
Separately, eBay’s UK managing director Mark Lewis has left the company after six years. Although no direct replacement has been sought, Clare Gilmartin will take up the position of vice president marketplaces, EU, later this month after returning from maternity leave.