eBay Launches New Ad Campaign For Pre-loved, Vintage & Rare Fashion
US sellers are rejoicing at the launch of eBay's latest ad campaign focused on drawing Gen Z attention to rare, vintage and hard to find pre-loved fashion on the platform, ending with the tagline - eBay: Things. People. Love
Come for your dream piece and discover even more of what you love – that’s the thrill of eBay. Over your Victorian Vampire phase? List it all and go full Grunge and Glitter. It’s out with the new, and in with the pre-loved.
Next thing you know, you’ve just refreshed your wardrobe without spending a dime. Now go ahead and see your closet transform before your eyes; filled with rare, interesting finds and even some authenticated designer pieces. With all these designer deals. Who says no?
Yeah. eBay. The place to buy and sell new, pre-loved, vintage, and rare fashion.
The ads feature actual eBay sellers like Ken Gaitano, aka The Hustle Bee, and others who have been part of a larger recent trend eBay has made in tapping a small group of chosen sellers (usually with established social media followings) to feature in marketing campaigns, host sessions at eBay Open and quarterly check ins, and attend exclusive in person, invite only seller events.
Liz Morton
While sellers were relieved to see a departure from more recent advertising around focus categories like Motors Parts & Accessories and authenticated luxury goods, I can't give eBay too much credit for originality here - the ads bear a resemblance to ones that Etsy has been running for over a month featuring sellers on their platform to highlight the people behind handmade goods.
But I will give eBay credit for coming up with something much better than their previous efforts to garner Gen Z attention - like the cringeworthy attempt to be edgy with "Never Get F*ked Over Again."
Liz Morton
This new focus on pre-loved fashion is not surprising as eBay has been facing increasing competition in that category from Mercari, Depop, ThredUp and Poshmark all recently either changing their fee structures and business models or adding new features to try to take a bigger piece of the consumer to consumer (C2C) secondhand clothing pie.
In response, eBay has introduced fee free selling for private (non-business) clothing sellers in the UK as part of a larger C2C based "fix the fundamental aspect of UK Win back plan."
There have been signs in the last few months that eBay may bring that strategy shift to the US as well, including putting their media contract up for review in April seeking to move from a previously decentralized market-based model to a more centralized model with broader consumer-seller focus.
Liz Morton
Around that time, eBay was also surveying buyers to gauge their reactions to possibly reviving the "eBay It Forward" C2C initiative that was briefly floated in early 2021 before Stefanie Jay joined the company as Chief Business Strategy Officer and eBay took a sharp turn toward the "high value, enthusiast buyer" strategy that was more narrowly focused on sneakers; trading card; luxury watches, handbags and jewelry; and auto parts and accessories.
Liz Morton
Sellers are discussing the new ads in the eBay community, with mostly positive feedback so far.
I've started to see these today. Online only. Anyone else see these? I think they are very well done!
Nice to see something for those of us that don't sell auto parts.
It'll be nice to see something besides auto parts and promote your store ads.
Anything ebay does to bring people to the site is a good thing. I'm happy to see it.
I took an ebay expressions survey recently, and I went on a rant about the Automotive ads are fine for that niche, but what about the other sellers on the site?
Holiday season will be upon us shortly.
What do you think of eBay's new pre-loved fashion ad campaign? Let us know in the comments below!
