EBay’s product mix is wide and varied, and its fashion advertising has always played on this.
By emphasising the choice available and the individuality that can engender, it positions itself as a kind of online jumble sale with better clothes than you’d expect in the local church hall.
Its new spring campaign, My Mix, is pitched resolutely at women who are fashion conscious enough to want to spend a bit of time on it. As well as emphasising the range of brands eBay stocks – including French Connection and House of Fraser – it has used well-known fashion bloggers instead of traditional models.
The bloggers range from New York-based stylists Anda and Masha to Italian fashion blogger Eleonora Carisi, giving the campaign an international edge and developing a sense of individuality.
While many shoppers will find the campaign inspiring, there’s a chance others might find the choice confusing – but that’s a risk most fashion retailers take if they want a more interesting image.
EBay also uses augmented reality technology, which is no longer very unusual, but the etailer offers more interesting content than some. Users can download a free Aurasma app, point their phone at an eBay ad, and access a virtual magazine and behind-the-scenes videos with the bloggers.
Using bloggers is a good idea in this regard, as they are well versed in producing engaging digital content that will interest shoppers instead of simply serving up more straightforward marketing material.
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