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EBay Launched Full-Price Designer Shopping Destination

Jun 10, 2014 10:41 AM EDT
Designer Collective
(Photo : Ebay)

EBay is trying to prove that it's more than just an auction site by collaborating with a number of top designer brands.

On Tuesday, the e-commerce giant unveiled Designer Collective, which is a current-season, full-price shopping destination that features products from 16 U.S.-based fashion brands.

"[Designer Collective] fits with our philosophy - as partner and an enabler of brands and not a competitor," Devin Wenig, president of eBay Marketplaces, told WWD.

"We're transaction-based. We only succeed if our partners succeed."

The designers and brands that are part of eBay's Designer Collective will have control over their storefronts, and eBay does not own any inventory. According to Wenig, the benefit for the participating brands is that they will be able to extend their online presence.

Calvin Klein, Nicole Miller, Elie Tahari, Cynthia Vincent, House of Harlow 1960, Kenneth Jay Lane, Ramy Brook, Rebecca Minkoff, Ruffian, Siwy Denim, Tadashi Shoji, Alex and Ani, Badgley Mischka, Billy Reid, Cynthia Rowley and True Religion are all currently participating in the Designer Collective.

Halston Heritage, Trina Turk, Rachel Pally, 4.Collective, Jay Godfrey, Tuleste, Raoul, Nicole Romano and Janis Savitt are all slated to join the group in the future.

Fashion influencers and bloggers are going to eventually contribute content to the Designer Collective, which will also feature seasonal style stories later this year.

"The larger brands see this as an extension of their digital footprint," Marcelle Parrish, eBay's head of fashion, told WWD.

"[We'll be] leveraging data from the marketplace to segment and target messages to the right consumers. We can more effectively target these brands to the customers that have the greatest affinity for them."

Today's unveiling of the Designer Collective is considered to be a quiet launch, and throughout the next three months, eBay will continue to work on the new shopping destination before a larger launch it in September. 

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