eBay Australia has launched a magazine-style editorial lookbook featuring powerful imagery, trend reports and editorial content for fashion devotees. The lookbook complements ebay.com.au’s Fashion Gallery, which aims to update the image of eBay from an auction house to a place to buy of-the-moment fashion items.
Perhaps most importantly for eBay, the lookbook gives Fashion Gallery the opportunity to share product from merchants in a tightly edited and up-to-date way for shoppers and media alike.
The lookbook was launched in July in Sydney to an audience of influential fashion media, industry influencers and designers. A smaller, more intimate event was also held in Melbourne. The imagery features model Nikki Phillips, renowned London-based street-style photographer Candice Lake and stylist Ryan Lobo. It’s being widely seen by commentators Down Under as “an ideal tool for fashion editors seeking to source key pieces for the new season,” said Head of Fashion Jo-Ann Hicks.
With editorial content including insightful interviews with trendsetters, the site will offer “expertly curated style inspiration to the 7 million people who visit ebay.com.au each month,” Jo-Ann added. Monthly reshoots of product will keep the lookbook fresh.
“Fashion is a huge driver for consumers coming to eBay.com.au and Fashion Gallery shoppers love to mix and match high-end pieces with fast finds,” Jo-Ann said. “They’re savvy about securing value and looking for new inspiration, so we see the lookbook as providing that and more, with regular product updates, fresh looks for each season and interviews with our amazing campaign faces.”
In addition to the lookbook launch, the team has also updated its Style Seeker program, in which editors and fashion influencers present their favorite fashion edits onsite and through eBay’s social media channels.
“It’s exciting to join the likes of [past contributors] Justine Cullen, Kerrie McCallum and Candice Lake in eBay’s Style Seeker Program,” said lookbook model Nikki, who was MC at the July launch event.
“I’m looking forward to scouring the fashion offerings and sharing my favorites – and with brands like Lisa Ho, Suboo and Fleur Wood to choose from, I’m sure there’ll be no shortage of those.”
A key focus of the Fashion Gallery has been to grow the depth and breadth of brands on the site, added Jo-Ann, while the launch of five social media platforms have given customers many touchpoints and specially curated content.
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