EBay aims to double fashion business

EBay aims to double the size of its Fashion Outlet business by expanding the number of brands that sell direct via its ecommerce platform.


The move will be backed by an ad campaign in a bid to encourage shoppers to regard it as a credible fashion destination.

Melanie Smallwood, UK head of fashion brands, told Marketing Week that the ‘MyMix’ campaign has been developed to show that eBay offers a place for UK fashion fans to buy a mix of vintage, new and second-hand from other consumers and small businesses and directly from high street brands.

It aims to have twice the number of brands selling directly to consumers on the site in the coming months. It currently has 30 brands including French Connection, L.K. Bennett, Dune and House of Fraser.

Smallwood adds that eBay’s fashion site is outpacing fashion ecommerce, growing at about 20% year-on-year.

The aim of the campaign is to raise awareness beyond eBay’s loyal fashion shoppers to a broader audience and encourage consumers to cross between buying vintage, second-hand and new items from other eBay users and directly from brands.

Smallwood says: “My background is fashion at Harrods and Harvey Nichols so I have a strong feeling about how people have regarded eBay for fashion but in the last few years there has been a significant change in perceptions in what we’re doing in fashion.

“The campaign is a stake in the ground for us – we did it delicately in our first autumn campaign but now it’s a bold statement about where we are with our brand collaborations.”

The ad campaign, which features bloggers and stylists from Italy and New York as well as TV presenter Amal Fashanu, daughter of footballer John, launches on 23 April.

It includes outdoor, print, mobile and digital advertising as we’ll as editorial content via the eBay fashion site and blog. An augmented reality app for iPhone and Android will also give access to a digital magazine by interacting with the outdoor ads.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here