eBay is set to embark on an online advertising campaign in the UK with a focus on fashion, as the online marketplace looks to beat the Christmas rush in an increasingly competitive market.
The campaign will be one of the biggest in the company’s 11-year history, with adverts appearing in many of the UK’s women’s magazines as well as on billboards.
Angus McCarey, director of eBay Enterprise, said the site has seen a 25% increase in the number of shoppers opting to buy fashion items over the last year.
“The Fashion Outlet is our fastest growing sales channel and this advertising assault reflects our growing position as a leading fashion destination. There is huge potential for growth in the online fashion market, as consumers seek out greater choice and value,” he added.
“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.”
Since its launch in May this year, eBay’s Fashion Outlet has generated sales totalling around £4m revenue for the brands sellling through the site.
Although no figures were given for the number of people shopping on eBay’s Fashion Outlet, 4.6 million shoppers purchased fashion items through the site in the three months from May 2010.
From the end of September, advertising for the eBay Fashion Outlet will adorn buses, billboards and train stations across the UK.
High street retailers Ted Baker, Karen Millen, Superdry and Office have all signed up to sell through eBay’s Fashion Outlet, with more brands set to be involved in the near future.
Double-page glossy adverts will appear in titles including Vogue, OK!, Grazia, Look and Elle. Vogue’s current rate card lists the cost of a double-page spread in the magazine as between £46,400 and £60,000.
Earlier this month, eBay said the number of its traders turning over £1m a year had almost doubled over the last 12 months.
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