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.