eBay Goes For Full-On Fashion


Though eBay might not necessarily be your fashion e-commerce go-to, it very well could be soon. In the attempt to rid itself of the auction-site-aura, eBay is focusing its attention on designer goods sold (at full-price) directly from brands to consumers. Today, the giant unveiled its Designer Collective, a current-season shopping destination with 16 American-based brands, including Calvin Klein, Nicole Miller, Rebecca Minkoff, Cynthia Rowley, Badgley Mischka and Elie Tahari. Set to come soon are Halston Heritage, Trina Turk, Jay Godfrey and more.

To get this portion of the website running, eBay worked with the labels to build online “storefronts,” which the brands control themselves. Devin Wenig, president of eBay marketplaces, explained to WWDthat the site does not own any inventory—as a result, the portal is simply a vehicle through which brands can extend their online presence to a group of consumers already predisposed to shopping for fashion.

For now, the collective is only able to ship domestically, but international shipping is set to roll out later this year. “The larger brands see this as an extension of their digital footprint,” Marcelle Parrish, eBay’s head of fashion, said. Though it’s not the first time eBay has worked with designers (in the form of collaborations, holiday collections and clearance merchandise from retailers), Designer Collective will feature the designer brands’ full offerings and will operate on the normal retail cycle. The idea is to get eBay into the fashion game by offering to designers more exposure. And, in turn, eBay aficionados and general online shopping addicts (guilty) get wider access to the goods they covet. Win-win-win, don’t you think?