EBay, the established retail player and e-commerce platform introduces digital campaign and social campaigns to attract millennial and new generations. The campaign focuses on “wear it your way” for all those mobile obsessed individuals turning to the social media to acquire and shop style. This campaign is developed in coordination with different digital agencies to bring in new definition of fashion in business. This agency will organize and manage social media accounts on Facebook, Instagram and twitter. On Instagram, launched in the month of February, has 8,000 followers where link is provided to shop directly the featured products.
Categories include both second hand and new clothing range. Brands like J brand, Zara and Anthropologie are taken into account for the campaign. To fetch followers, eBay has enlisted and taken help of influences. Focus is given on how fashion evolves and how business is managed. Bay has touted the stats about various volume of old, worn and new clothing.
A perception is present about eBay which becomes an obstacle for eBay to get recognised as a famous shopping site. In spite of such perception, eBay maintain constant relevance against competitors like target, amazon and Wal-Mart. In addition to dominate the existing e-commerce sector, the brands have differentiated themselves with the affordable private titles. Working against eBay is the rise of online re- sale and the consignment sites like the Vestiaries, Thredup, Collective and the real which dominates sellers and the buyers to upgrade business.