By using the tagline, "‘The clothes you love direct from the brands you love’", eBay has released their new advertising campaign for their "eBay Fashion Outlet" website, which features 30 high street brands. When it was launched in 2010, eBay's main goal was to provide a place where consumers can buy clothing and accessories at considerable low prices compared to what people would be paying for in-store, and to attract potential consumers that may not have thought of using eBay before as a place to buy their clothing. They want to be a brand that is considered when consumers are shopping for clothes.
"Miriam Lahage, eBay's vice-president of fashion, says: "Consumers traditionally go to five to seven websites to look for fashion and we want to be in that consideration." (x)
On the Facebook page, they say that "eBay is the world’s largest online marketplace and a leading U.S. destination for fashion", which makes sense, since according to Auctionbytes.com, eBay's fashion section is surpassing the market, traffic on the website is growing at 30% year after year, and 4 million consumers searching for new items each month.
As someone who loves to shop both in-store and online, I personally love the idea of having brand name clothing being sold at cheaper prices, whether its new or used. Miriam Lahage, Vice President of Fashion for eBay said:
“We’re attracting growing numbers of shoppers to our Fashion category as consumers want to choose from a huge selection of products, from the brands they know and love, at great prices. “Our latest campaign showcases the unique fashion offering available on our site - only on eBay can you get the combination of the biggest brands and the best of the high street, combined with that special vintage find, and that illusive top from last season.” (x)
"Miriam Lahage, global head of fashion brand, said engaging with social media was a crucial part of a commerce 3.0 model that also includes mobile, local and digital media in allowing consumers to buy anywhere, anyhow and anytime. “People are spending more time connecting with each other online: it’s just another excuse to be shopping,” she said. All of this, she said, comes as “the very nature of shopping is changing around us. The way that customers want to shop is changing and we need to change with it.” (x)
I think this campaign is a good move for eBay. Not only because it will show the consumers that you can get quality, high street clothing for cheaper prices, but you can also mix and match with things that are being sold from a few seasons ago. They know that social media is very strong at the moment, and probably will be for ages to come. By embracing the fact that people are using social media websites to connect, more people will see the advertisements and will be shopping online.
Print Advertisements will be in major women magazines, such as Hello and Grazia Daily, and in early November, print advertisements in magazines like Marie Claire and Glamour. Outdoor advertisements will be shown in all of the major cities in England; London, Manchester, Leeds, Liverpool and Birmingham, and there will be a social media aspect to the campaign, targeting social media users (Facebook, Bloggers), encouraging them to shop at the Fashion Outlet. eBay is also re-vamping their blog, to include more media, such as blogs and a lookbook, a collection of photographs featuring clothes that can be bought from the eBay site. It's very interesting to see so many companies using Blogs as a way to promote their products and services.
On eBay's Fashion Outlet Facebook, they are putting together and posting outfits for different occasions, showing consumers how easy it is to put an outfit together, all available at their Fashion Outlet.
It will be interesting to see this Fashion Outlet expand even further with more brands and maybe even outdoor advertising to other places, like Canada.
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